Key Moments:
- The DGOJ has begun a public consultation on new limits for gambling ads featuring celebrities and influencers, as well as on acquisition bonuses and search result visibility
- Spain’s latest proposals follow the Supreme Court’s April 2024 ruling that struck down a previous attempt for insufficient legal basis
- Stakeholders have until 22 June 2026 to provide feedback on the proposed regulations
New Regulatory Proposals Under Review
Spain’s Directorate General for the Regulation of Gambling (DGOJ) has initiated a public consultation period starting 18 May 2026, seeking input on proposed regulations that would limit the use of celebrities and influencers in gambling advertising. These changes would also target acquisition bonuses and reduce the visibility of gambling content in non-paid search results, except where a user actively looks for betting or gaming products. This marks the regulator’s second effort, following the Supreme Court’s 2024 decision to overturn similar measures.
Key Focus Areas of the Consultation
The consultation, open for feedback until 22 June 2026, addresses three central issues:
- New restrictions governing how celebrities and influencers can be used in gambling ads, reflecting an increase in marketing on social platforms
- Tighter rules for promotional bonus campaigns aimed at acquiring new customers
- Limits on organic search engine listings for gambling content, permitting presence only when users actively seek out such products
Research Underpins Regulatory Concerns
The DGOJ’s proposals are supported by both Spanish and international research. A peer-reviewed Spanish study from February 2026 surveyed 936 young gamblers, finding that 84% felt advertising impacted their behavior and that ad credibility—often associated with celebrity and influencer endorsements—played a key role in gambling intentions. The UK Gambling Commission’s ‘Young People and Gambling 2025’ report showed that 31% of young followers of gambling content online encountered gambling ads via influencers or streamers, a figure that rose to 49% among 16-year-olds. Additionally, a September 2025 report by Social Finance, commissioned by GambleAware, stated: ‘Almost half of the respondents who follow these creators believed themselves to be influenced by them, and some reported acting on this influence by using promotional codes and visiting gambling websites mentioned by the creators. This suggests influencer marketing does not merely expose young people to gambling but actively cultivates engagement and curiosity.’
Legislative Background and Broader Reform
This consultation is part of a wider effort to modernize consumer protection in Spain’s gambling market. In April 2024, Supreme Court Ruling 527/2024 partially annulled Royal Decree 958/2020, arguing that key advertising bans lacked sufficient legal grounds. The current initiative aims to rectify these flaws by pursuing a comprehensive legislative process.
Additional measures within the Ministry of Consumer Affairs’ package include the introduction of a compulsary early-detection algorithm that leverages player data to identify problem gambling, which could boost detection rates by 10 percentage points across all licensed operators. Another proposal mandates responsible gambling warnings within advertisements, inspired by cigarette health warnings.
Comparison With Other European Markets
Spain’s move follows broader European trends. Unlike its counterparts in Italy, Belgium, the Netherlands, Lithuania, and Croatia – which have already enacted binding advertising bans including restrictions on celebrities and influencers – Spain’s proposed changes remain under consultation, with the legal environment complicated by the Supreme Court’s ruling. The DGOJ seeks to create a durable legislative foundation that can withstand further legal scrutiny, a step that presents more challenges than those faced by its peers.
| Country | Restriction | In force from | Official source |
|---|---|---|---|
| Italy | Complete ban on all gambling advertising, including celebrities, influencers, and sports sponsorship | 14 July 2018 (sponsorship from 1 Jan 2019). Under Senate review for partial revision as of 2025. | Decree Law No. 87/2018, Normattiva |
| Belgium | Near-total ban across all channels; use of well-known individuals, fictitious characters, and influencers in gambling advertising prohibited | 1 July 2023 | Royal Decree 27/02/2023, Belgian Gaming Commission |
| Netherlands | ‘Role model’ ban prohibiting influencers, streamers, athletes, and celebrities in gambling ads; untargeted advertising banned; sports sponsorship banned from July 2025 | Role model ban from 30 June 2022; untargeted advertising ban from 1 July 2023; sports sponsorship ban from 1 July 2025 | KSA — role model rules |
| Lithuania | General ban on gambling advertising, including influencers and celebrities; sports sponsorship exempted until 2028 | 1 July 2025; full ban from 1 January 2028 | Lithuanian parliament vote — LRT, November 2024 |
| Croatia | Ban on celebrity and influencer gambling ads; blanket ban on print ads; digital and broadcast ads banned between 6 am and 11 pm | 1 January 2026 | Croatian parliament (Sabor), April 2025 |
Next Steps for Stakeholders
All stakeholders, including industry players, Spanish customers, and organizations connected to the gambling sector, have until 22 June 2026 to participate in the consultation. The government will evaluate the input before making decisions on final regulations, which could result in stricter advertising frameworks and increased obligations for operators trading in Spain.
- Author
Daniel Williams
