Latvia’s Ministry of Finance will assess recommendations to clarify gambling advertising restrictions and strengthen enforcement after research identified shortcomings in digital and cross-border supervision.
The study, conducted by PricewaterhouseCoopers, highlighted difficulties recognising indirect advertising and uncertainty over how responsibilities are divided between institutions.
A survey of 2,172 residents aged 15–64 found that 46% had recently noticed gambling advertisements. Among respondents aged 15–34, the figure was 59%. People at increased risk of problem gambling also reported noticing advertising more frequently.
Researchers analysed 8,252 gambling and lottery advertising units distributed between June and November 2025 across television, radio, social media, news portals and other websites.
Gambling accounted for 82.5% of the material, with lotteries representing 17.5%. Brand awareness and sporting themes featured prominently.
Under the study’s assessment criteria, 17% of advertisements contained elements potentially appealing to children and young people, including animated characters and bright colours.
Interviews and focus groups described advertising as a reminder of gambling opportunities, with bonuses, special offers and personalised communications encouraging engagement.
The researchers recommended assessing advertising’s relationship with continued and repeated gambling, alongside its potential role in first participation.
Proposals include clearer requirements for sponsored content, personalised advertising and content creators, stronger digital monitoring and closer institutional cooperation. 76% of survey respondents supported a gambling advertising ban.
Deputy State Secretary Ilmārs Šņucins said the ministry would evaluate the findings with supervisory authorities, industry and health experts, prioritising young people’s protection.
The study also recommended combining advertising controls with prevention, early identification of risk and timely access to support.
The findings follow Latvia’s April merger of gambling supervision into the State Revenue Service and the introduction of revised sponsorship rules.
The advertising analysis covered June–November 2025, preceding Latvia’s sponsorship rule changes introduced in April 2026
