In recent years, European countries have been actively updating their gambling legislation. Outdated and ineffective approaches are giving way to modern regulation methods that take into account modern realities, including the specifics of the online segment. If previously a complete ban on advertising or restriction of access was perceived as a "simple solution to complex issues", today more and more European jurisdictions recognize such bans as ineffective and are introducing more thoughtful and flexible regulation mechanisms.

The head of the Ukrainian Gambling Council, Anton Kuchukhidze, talks about how developed European countries are abandoning strict prohibitive measures in the gambling sector in favor of reasonable and flexible regulation.

Without a doubt, the revision of gambling industry regulation is becoming one of the leading trends in a number of developed European countries today. The basis of this approach is a clear and effective idea: a legalized market with clear rules, state control, tax burden and consumer protection is able to limit the growth of the shadow sector. On the contrary, excessively strict restrictions and prohibitive measures often push gambling operators to use illegal schemes, thereby contributing to the growth of the shadow sector.

Below are some current examples that clearly demonstrate the desire of economically developed European countries to update their gambling regulation policies.

Italy has decided to revise the “Dignity Decree,” a law that since 2018 has completely banned gambling advertising and any sponsorship by gambling businesses, including sporting events.

Adopted under pressure from the populist coalition “League – 5 Star Movement”, the law not only failed to reduce gambling activity, but also contributed to the growth of the shadow market.

Over time, it became clear that the advertising ban had no effect on the players’ behavior – they continued to play, increasingly resorting to illegal online platforms. This led to a loss of tax revenue, an increase in the number of addicted players, and a decrease in sports funding. Having realized the scale of the problem, the Italian authorities are planning a deep reform, abandoning strict restrictions and introducing flexible, understandable rules that will facilitate the development of the legal sector.

Croatia is also on the path of reform. The government is developing a new gambling law with public participation. Key changes include the creation of a single regulator, the introduction of a new tax system for online casinos and bookmakers, and increased measures to protect players' rights. The bill is expected to be adopted this fall, and the launch of the updated system is scheduled for 2026.

Ireland is a shining example of a rethinking approach to gambling regulation. From 4 March 2025, oversight of the industry will be transferred to a new body, the Gambling Regulatory Authority of Ireland (GRAI) , which will issue licences in stages. First, they will be issued to businesses that deal with end-users (B2C), then to suppliers (B2B), and finally to non-profit organisations involved in gambling. The new regulator prioritises transparency: to obtain a licence, operators must disclose their full ownership structure, and any changes to their operations must be recorded and reported to the GRAI in a timely manner.

Such examples clearly show that a legally regulated gambling market benefits all participants – the state, businesses and players. More and more European countries are abandoning the idea of viewing the gambling industry solely as an evil to be eradicated. Instead, they are betting on reasonable regulation, development and accountability. 

Ukraine should also adopt this experience – especially when building an effective model for the new national gambling regulator. Such an approach will help find a balance between freedom for business and the state’s desire to control such a socially sensitive area.

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