“It’s pointless to pretend that the ban works” - expert on the state’s “ostrich” policy 0 5

In Latvia, there is a formal ban on gambling advertising, but in reality, residents continue to see such advertisements — through foreign broadcasts, internet platforms, and applications.

Gambling advertising in Latvia often becomes a topic of discussion; however, there is an opinion that the existing restrictions are ineffective. This was stated by Baiba Liepiņa, the chairwoman of the Latvian Advertising Association, on the TV24 program “Preses klubs.” According to her, the ban on gambling advertising is ineffective: “It’s time to stop playing ostrich politics and pretending that the ban works, because it doesn’t.”

She notes that no one wants to talk about this issue, but Latvia has fallen behind other countries again, as such advertising is allowed in most European states. Just recently, the European Basketball Championship took place, and one of the main sponsors was a gambling brand that does not operate in Latvia and does not even have a license here. Liepiņa explains that in the modern world, when Latvian media are connected to the global media environment, a situation arises where “everything continues as usual everywhere,” and we still receive advertisements of this type. “Such a ban only works within the framework of Latvian jurisdiction,” she adds.

Moreover, according to her, advertisements also reach our personal digital devices — phones and tablets. “In fact, there is a ban, but it does not work,” Liepiņa believes.

She emphasizes that this topic needs to be closed and advertising should be allowed, as the state issues licenses to these enterprises and collects licensing fees. She also notes that sufficiently strict requirements for addiction control have already been implemented. “We have made a significant step towards improving the quality of services to protect the user. Advertising needs to be allowed because it exists anyway,” Liepiņa concludes.