Advertising through sponsorship is governed by certain limitations.
Sponsorship and Gambling: A Strict Regulation in Ukraine
In Ukraine, the Advertising Council (KRAIL) has made it clear that sponsorship is a form of indirect advertising, not to be confused with brand names, trademarks, or goods being promoted illegally. These restrictions apply to sponsorship, which came into effect at the start of October last year.
As per KRAIL, advertising of other goods (services, radio broadcasts, etc.), including sponsorship, that promotes gambling operators, companies, or their intellectual property, is considered prohibited advertising. The message warns that the practice of masking gambling advertising under the guise of sponsorship is on the rise, but it won't go unnoticed. Violators will be held accountable, facing a fine of approximately 2.130 million UAH (equivalent to 300 minimum wages).
According to the current regulations, gambling entities are barred from sponsoring events or organizations. However, there are exceptions, but they are tightly controlled under Ukrainian law. The prohibition on disguised gambling advertising is firm, ensuring marketing efforts don't circumvent advertising restrictions.
As for the regulatory environment, Ukraine enacted Law No. 9256-d in December 2024, leading to the closure of the previous gambling regulator KRAIL and the establishment of a new regulator, PlayCity, in April 2025. With the revamp comes enhanced oversight, compliance enforcement, and crackdowns on illegal online casinos. PlayCity ensures adherence to advertising and sponsorship rules to maintain a transparent and legal gambling market.
In early 2025, audits initiated by PlayCity led to fines over €390,000, indicating that violators are being held accountable and that penalties can be substantial. Although there are no specific details on the fines for disguised gambling advertising or unauthorized sponsorship, given the strict ban and active enforcement, these penalties are likely to be severe.
In essence, Ukraine's regulations are stringent when it comes to sponsorship and gambling advertising disguised as sponsorship. With the new regulator PlayCity in place, violations are being aggressively penalized to maintain a fair and transparent gambling market.
- The Advertising Council (KRAIL) in Ukraine has designated sponsorship as a form of indirect advertising, not to be confused with brand names or goods being promoted illegally, and has prohibited advertising that promotes gambling operators, companies, or their intellectual property as part of sponsorship.
- Violators of the sponsorship and gambling advertising regulations in Ukraine will face fines of approximately 2.130 million UAH, which is equivalent to 300 minimum wages.
- Ukraine's new gambling regulator, PlayCity, has been enforcing compliance with advertising and sponsorship rules to maintain a transparent and legal gambling market, as shown by the €390,000 in fines issued in early 2025.
- The regulations in Ukraine regarding sponsorship and gambling advertising disguised as sponsorship are very strict, with the new regulator PlayCity actively penalizing violations to ensure a fair and transparent gambling market.
