Governments across multiple jurisdictions are intensifying efforts to curb illegal gambling promotion, while the wider debate over restrictions on licensed gambling advertising continues to divide regulators, politicians and the industry.
Recent developments from Europe and Asia highlight two parallel trends: authorities are stepping up enforcement against influencers and illegal operators, while policymakers remain split on whether tighter advertising restrictions for licensed gambling companies would improve consumer protection or unintentionally strengthen the black market.
One of the latest enforcement actions came in Hong Kong, where authorities arrested model and social media influencer Erena So over allegations that she promoted an offshore gambling platform through her online channels. Investigators claim the website recruited her to advertise betting services despite online gambling remaining largely prohibited in Hong Kong, with only horse racing and football betting through the Hong Kong Jockey Club legally permitted.
Police believe several other public figures were connected to the promotion campaign, although So is currently the only individual publicly identified. She has been released on bail and is expected to return to court later in July.
According to So, she believed the gambling operator was legally registered in Malaysia and that its marketing targeted audiences outside Hong Kong. Authorities continue to investigate whether she was knowingly involved in promoting illegal gambling.
Meanwhile, Greece has launched its own offensive against illegal gambling promotion. The Hellenic Gaming Commission is seeking criminal proceedings against 18 influencers accused of advertising unlicensed gambling websites, including content allegedly aimed at underage audiences.
Regulators said just five of the individuals under investigation collectively reach more than three million followers, many of whom are believed to be minors. The influencers allegedly promoted illegal gambling through social media posts and livestreams showing themselves using unlicensed betting platforms.
The crackdown follows new powers granted to the Greek regulator, allowing it to pursue not only illegal operators but also internet providers that fail to block prohibited websites and individuals who promote them. Violations can result in fines ranging from €5,000 to €50,000 depending on the seriousness of the offence.
While some countries tighten enforcement, others continue debating whether licensed gambling advertising itself should face broader restrictions.
In the European Parliament, proposals for a blanket ban on gambling advertising prompted opposition from Malta MEP Peter Agius, who argued that consumer protection should remain the priority but warned that banning licensed operators from advertising could produce unintended consequences.
According to Agius, regulated operators provide responsible gambling safeguards and player protection measures that illegal websites do not. Restricting their ability to communicate with consumers could make it harder for players to distinguish between licensed and unlicensed services, potentially driving more traffic toward black-market operators.
The broader debate comes as illegal gambling advertisements continue to spread across social media and streaming platforms, often using influencer marketing, covert sponsorships and increasingly sophisticated AI-generated content.
Industry observers argue that any future advertising reforms should consider whether limiting licensed operators’ visibility could further benefit illegal providers, which already invest heavily in online promotion while operating outside regulatory oversight.
As governments worldwide review gambling advertising policies, the balance between protecting consumers and maintaining the visibility of regulated markets remains one of the industry’s most contentious regulatory challenges.