Easing the ban on advertising by betting companies will increase the number of their customers // Photo: gettyimages.com
The bill was initiated by PAS deputies Radu Marian and Dorian Istratii, who among the main arguments mentioned the existence of problems with compliance with restrictions on advertising sports betting. In other words, a complete ban contradicts the provisions in force in most European countries, where there are no such restrictions. Television channels broadcasting Champions League soccer matches, where many bookmakers advertise their services, unwittingly became violators of the ban. A legal conflict also arose when soccer teams whose title sponsors are bookmakers came to Moldova, and the display of their logos on the players’ shirts could be considered as outdoor advertising of sports betting. No TV channel or foreign soccer team was fined for actually violating the ban. However, in order to avoid legal contradictions, it was necessary to soften the provisions of the law and bring it in line with international practice.
The tightening of the law on gambling advertising came in 2021 at the initiative of former Minister of Economic Development and Digitalization Dumitru Alaiba, who claimed that the mechanism of psychological support for citizens who become regular customers of betting companies was imperfect. “There are several industries in the world that operate in a legal field but are very far from morality. These are tobacco, alcohol industry and gambling. Addiction to the latter is not just a vice, but a mental illness. In conditions when the state does not provide quality psychological aid services, the temptation of a person trying to get rid of gambling addiction is constantly fueled by aggressive advertising aimed at constantly attracting new players,” the former minister said.
The author of the 2021 bill included minors and others whose psyche is particularly susceptible to the effects of gambling advertisements among the most vulnerable people. Alaiba insisted that the harmful effects of gambling promotion campaigns have a long-term perspective and threaten the financial well-being of people who fall victim to them. Gamblers who become addicted often take out loans, mortgages and large debts to try to recover their losses.
The adoption of the bill, which softens the provisions of the law on gambling advertising, shows that the need to bring the legislation to European standards prevails over moral aspects. Even in Albania, where until recently there were severe restrictions on gambling, in 2024 were made relaxations for online casino operators and 10 companies with experience in this field. Taking into account the fact that after the total ban only three companies were licensed to provide gambling services, the following becomes obvious: the vast majority of betting companies have been operating illegally for six years. In the light of European integration processes in the country, a decision was made to soften the legislation.
The bill adopted by the Moldovan Parliament six months ago provides for maintaining the ban on online and outdoor advertising of sports betting. Advertising of companies providing gambling services with low social risk is allowed in audiovisual programs broadcast from 22:00 to 07:00 and in live broadcasts of sports competitions on TV channels with national coverage. At least 20% of the airtime should be allocated to references to the negative impact of gambling. Advertising is also allowed in public and private periodicals, but it should not exceed 15% of the volume of the issue, and 20% of the volume of advertising material is allocated to information about the harm associated with the use of the advertised service.
According to the authors of the draft law, its implementation will contribute to attracting investments of more than 30 million lei annually, which will increase financial support for sports events and stimulate the production of local specialized audiovisual products.
After six months since the law was implemented, there are no data on the investments attracted. However, the National Olympic and Sports Committee (NOSC) was very optimistic about the document. They noted that cooperation between sports organizations and betting companies is a normal global practice, and their sponsorship support subsequently materializes in the form of medals, including Olympic medals.
The only legal operator in Moldova is Loteria Națională, which has a state monopoly on sports betting. The private partner of the operator is “NGM Company” SRL, owned by “NGM SPC Limited” – a company with its head office in Dubai (UAE). The partnership was concluded in 2018 for a period of 15 years and provided for an investment of €6 million, which was realized. In 2021, Loteria Națională’s revenues amounted to 105.56 million lei in 2021, 170.26 million lei in 2022 and 197.56 million lei in 2023. It is noted that out of 170.26 million lei in 2022, sports betting accounted for 46 million lei, or 27% of the total revenues. With the partial lifting of restrictions on gambling advertising, the company’s betting revenues may grow significantly.
The extent of this growth will be known next year, but it is already obvious that bookmakers are receiving reputational dividends. One of the most profitable sports organizations in the country, the Football Federation (FMF), signed a three-year strategic partnership with Loteria Națională at the end of May. The total investment in FMF will exceed 10 million lei.
FMF President Leonid Oleinicenco said that the investments will be aimed at promoting soccer, supporting clubs in strengthening their financial independence, digitalization measures, which should, in particular, improve the quality of broadcasts of national championship matches. Part of the investment is planned to be directed to the fight against match-fixing, which should become more effective through direct cooperation with a legal sports betting operator.
Within the framework of the agreement between Loteria Națională and FMF, the Superleague received a commercial name duplicating the address of the website where users make sports bets – mainly on soccer. According to Plamen Milanov, General Director of NGM Company SRL, support for soccer will not be limited to these measures, initiatives aimed at popularization and development of this sport will be welcomed.
The mutual interest of the national sports betting operator and FMF is not surprising. “Loteria Națională” gets new customers, as most bets are made on the outcome of soccer matches, and at the official level in Moldova they are held exclusively under the auspices of the FMF. In turn, the Football Federation gets a stable reliable sponsor, interested in the development of the league. In most European countries, cooperation with betting companies is the main source of income for soccer organizations. In Romania, it covers about 75-80% of the expenses of the national federation and clubs of the local Super League.
Although in some European championships there is a tendency to reduce the cooperation of soccer clubs with betting companies, it remains a priority for the top leagues. In the English championship there is a paradoxical situation in which from the season 2026/27 advertising of betting companies will be present exclusively on the sleeves of footballers, not on the front of shirts, but at the same time clubs continue to sign multi-year agreements with sports betting operators. Soccer is such a lucrative segment for bookmakers that they agree to any kind of advertising.
