Maltese Member of the European Parliament (MEP) Peter Agius has raised concerns about a proposed ban on online gambling advertising throughout the European Union, warning it could drive players to unregulated operators. During a recent petition hearing, Agius argued that broad prohibitions might weaken, rather than strengthen, consumer protection efforts.
The hearing stemmed from a petition by a Cypriot citizen advocating for a complete EU-wide ban on gambling advertising, highlighting its pervasive presence across social media and billboards. The petitioner pointed out the increased risks for vulnerable groups, such as young people, older adults, and those recovering from gambling addiction.
While Agius acknowledged the importance of protecting minors and preventing addiction, he questioned whether a sweeping advertising ban would effectively achieve these objectives. He urged policymakers to consider the possibility that such a prohibition could merely redirect demand to illicit and unregulated operators, who typically lack consumer safeguards.
Agius noted that gambling policy largely resides within national jurisdictions in the EU, with the commission focusing more on combating misleading and aggressive advertising. He cited a 2023 study by the French regulator l'Autorité Nationale des Jeux (ANJ), conducted by Strategy& (part of PwC), which revealed significant illegal shares in some member states' online gambling markets. According to the study, problematic gambling behavior was more than three times more prevalent among customers of illegal operators (66%) compared to those using regulated services (22%).
He argued that the best consumer protection comes from a well-regulated commercial market that enforces age verification, encourages responsible gambling, and monitors problematic behavior.
The illegal market's growth is notable across the EU, where national approaches to gambling advertising differ significantly. Some countries have imposed stricter restrictions, while others have adopted a more lenient stance. Recently, the Dutch trade association VNLOK took legal action against Meta due to a rise in illegal gambling advertisements on Facebook and Instagram, noting that unlicensed operators accounted for over 95% of gambling-related ads displayed on these platforms in the last quarter of 2025.
This issue is not isolated to the Netherlands; regulators and industry bodies across Europe have increasingly recognized the connection between channelization and consumer protection, as illegal operators vie for the same customers as licensed ones. Industry stakeholders and regulated operators warn that excessive advertising restrictions could undermine channelization and inadvertently promote the illegal market.
Similar patterns have emerged in other European markets. In Germany, strict regulations pushed players towards unlicensed operators, while the Netherlands saw its channelization rate drop below 50% in 2025 as revenue from the illegal market exceeded that of licensed operators.
