Gambling advertising is a topic of near constant political debate in 2026, but industry leadership may be relieved to see its old nemesis of the illegal market catch a few political strays as well.
However, calls for and moves towards further gambling advertising restrictions are being seen across various markets – from the Netherlands to Denmark and from the UK to Brazil – while licensed operators continue to find themselves battling black and grey market operators with huge social media presence.
Recent developments spanning from Europe to Asia have now showcased that the camps on both sides of the argument are bound to only grow further apart…
Hong Kong authorities arrest gambling ambassador
Ties to an illegal gambling platform have led to model and influencer Erena So being cuffed by police in Hong Kong. The investigation led against her alleges that the offshore gambling website has recruited her to promote the brand across social media.
Other known local personalities were also said to be embroiled in the scheme. However, So was the only one named by the West Kowloon Regional Crime Unit.
Almost all types of online gambling currently illegal under Hong Kong law, with the exception of wagering on horse racing and football offered by the Hong Kong Jockey Club (HKJC).
The government has mulled over whether to allow betting on basketball in a bid to wrestle control of this market from illegal networks, but momentum to do so has slowed.
In So’s case the website the influencer promoted – which has not been named by authorities or in local media reports – offered betting on sports, esports, live casino games, slot games, and more.
According to the influencer, she was led to believe that the brand was registered in Malaysia and that their collaborative marketing campaigns were targeting audiences outside of Hong Kong.
However, whether or not she was misled remains to be proven further down the line, with So released on bail and her case expected to move forward in late July.
Greek regulator seeks legal action against 18 influencers
The deep pockets of illegal gambling operators were once again put on display, this time in Greece.
The Hellenic Gaming Commission (EEEP) has announced that it is seeking criminal proceedings against 18 individuals that the regulator alleges were not only promoting illegal gambling, but also targeting minors.
Just five of the influencers’ total followers amounted to more than three million, the EEEP added, a large part of which are underage. The influencers allegedly ran promotions across social media, in addition to filming themselves gambling on the illegal websites on their streaming channels.
The EEEP was recently given additional policing powers by the Greek government, with the new provisions expanding from enforcement against illegal gambling platforms to legal leverage against internet service providers that fail to block IPs, as well as individuals that promote them.
Those who are found guilty of facilitating or advertising illegal gambling now face penalties of between €5,000 and €50,000, depending on the severity of the violation.
Malta takes stance against licensed advertising ban
Meanwhile, policymakers at the highest political level in Europe seem divided on whether online gambling marketing should be banned altogether, including that of licensed providers.
A petition for a blanket ban recently proposed in the European Parliament led to Agius Peter, MEP for Malta and Gozo, to come forward and urge for a level headed conversation about the realities that such a measure could bring.
“Protecting minors and preventing addiction must remain a priority. However, we need to carefully consider whether prohibiting advertising would actually achieve these objectives,” he said.
Peter reminded that the regulated sector is the safest option for consumers when it comes to player protection safeguards, responsible gaming measures, and markers to identify gambling harm – the latter recently taken to the next level thanks to a cross-country initiative led by the European Gaming and Betting Association (EGBA).
Taking away the ability of licensed operators to promote themselves, while maintaining the rigid compliance standards they are subjected to, risks confusing players about what is legal and what is not, Peter added.
“Our goal should be clear: protect minors, promote addiction safeguards, and strengthen consumer protection by supporting a responsible and regulated market—not by driving consumers towards illegal alternatives.”
Legislators should tread carefully
Regardless of where the online gambling ad debate is going, one thing is clear – illegal gambling ads are flooding the internet at the moment, whether that’s through content streaming or social media platforms.
Bad actors targeting jurisdictions without the right to do so are also becoming more sophisticated, leveraging the billions syphoned into the black market to either covertly sponsor influential online personalities, or use AI to create content that is outright misleading.
The result? A growing number of players who are exposed to fraud and heightened risk of gambling addiction, all while not having a clear understanding of what constitutes as legal and what is illegal.
Any discussion around online marketing regulation should first ask whether it risks deteriorating this problem even further.