Peter Agius, a Maltese Member of the European Parliament (MEP), has cautioned that a ban on online gambling advertisements throughout the European Union could inadvertently drive players toward unregulated operators. This warning came during a recent petition hearing, as reported by CasinoNieuws.nl.
Agius expressed concerns that comprehensive prohibition measures might ultimately hinder rather than enhance consumer protection initiatives.
The hearing was prompted by a petition from a Cypriot citizen advocating for an EU-wide ban on all gambling advertising. The petitioner drew attention to the pervasive marketing of gambling across various platforms, including social media and billboards, and highlighted increased risks for vulnerable populations such as young individuals, older adults, and those recovering from gambling addiction.
While Agius affirmed the importance of safeguarding minors and preventing gambling addiction, he questioned whether an all-encompassing ban on advertisements would truly fulfill these objectives. He urged lawmakers to weigh the implications of such a prohibition, suggesting it might simply drive demand toward illicit operators that lack proper consumer protections.
Agius noted that gambling policy is primarily a national issue within the EU, while the regulatory focus is on addressing misleading or aggressive advertising practices.
To bolster his argument, Agius referenced a 2023 study conducted by Strategy& for the French regulator l'Autorité Nationale des Jeux (ANJ). This study revealed a significant share of illegal operators within the online gambling markets of various member states. He highlighted that problematic gambling behaviors were present in over 66% of customers of illegal operators, compared to just 22% among users of regulated services.
Agius stated that effective consumer protection is best achieved through a well-regulated market that ensures age verification, encourages responsible gambling, and monitors for problematic behaviors.
The issue of the illegal gambling market is prominent across the EU, with differing national approaches to gambling advertising. Some countries have recently tightened their restrictions, while others maintain more lenient regulations. Recently, Dutch trade association VNLOK initiated legal action against Meta due to a rise in illegal gambling advertisements on Facebook and Instagram, indicating that over 95% of gambling-related ads on these platforms in late 2025 were from unlicensed operators.
This challenge is not confined to the Netherlands. Throughout Europe, regulators and industry bodies have increasingly recognized the link between channelization and consumer protection. Illegal operators are now vying for the same customers in the digital market as licensed ones. Some industry stakeholders and regulated operators warn that overly stringent advertising restrictions could weaken channelization and unintentionally bolster the illegal market.
Other European countries illustrate similar trends. Germany's stringent regulations have driven players to unlicensed operators, while the Netherlands witnessed a drop in its channelization rate to below 50% in 2025, as the illegal market's revenues surpassed those of licensed operators.
