PlayCity enhances regulatory control over gambling advertising

In today's digital world, where access to information and entertainment is faster and more convenient than ever, the risk of unregulated activities—including gambling—is on the rise. This issue is not only about the economy and budget revenues, but also concerns the safety and protection of citizens from the potential negative consequences of using illegal platforms, including fraud. Unfortunately, one of the key factors driving the popularity of such platforms is illegal online gambling advertising. That is why strengthening efforts to combat it is a top priority for the new regulator, PlayCity. Recently, the first steps in this direction have already been taken.

The National Council of Television and Radio Broadcasting of Ukraine, the Ministry of Digital Transformation and the state agency PlayCity signed a memorandum aimed at combating illegal gambling advertising in the online space. As part of the cooperation, the partners plan to join forces to strengthen oversight of legal compliance in this area, an essential step in combating the shadow market and curbing the spread of illegal gambling advertising.

The exchange of information between the signatories is one of the key aspects of the memorandum. They will cooperate in detecting violations of the rules in the field of gambling advertising, in particular, in the dissemination of sponsorship or advertising information that is prohibited by law or disguised as other content. This is particularly relevant given the growing number of illegal online casinos that are actively advertising despite all the bans.

According to the Ministry of Digital Transformation, in June alone, the PlayCity agency recorded 824 illegal online casinos. These platforms were identified and submitted for blocking to the National Commission for the Regulation of Communications and other relevant authorities. This marks a significant step in combating the shadow gambling market, which not only undermines the legal sector but also increases the risk of gambling addiction among players.

The joint efforts of the gambling regulator and the National Council also involve monitoring media resources—including the systematic tracking of channels, platforms, and websites that broadcast or distribute gambling advertisements. These measures enable the timely detection and response to violations, as well as preventive engagement with the relevant media outlets.

Additionally, the partners will develop guidelines and methodological materials for media organizations and advertisers to promote greater social responsibility in this area. The deepening of cooperation is no coincidence—an effective fight against the illegal gambling sector is one of the key conditions for the survival and continued development of the legal gambling market in Ukraine. The signing of the memorandum and the measures that will be implemented within the framework of this cooperation demonstrate the priority of the fight against illegal gambling for the new regulator, as well as the growing responsibility of state authorities in regulating the gambling sector in general. This is an important step towards creating a safer media environment where illegal gambling advertising should become the exception rather than the rule.

This cooperation is expected to not only enable faster detection of violations and more effective enforcement, but also improve the quality of legal advertising—shifting the focus toward informing players rather than manipulating their emotions or desire to win. It is also hoped that the joint awareness campaigns planned as part of this partnership will help raise public understanding of the risks associated with illegal gambling.