Estonia’s ambition to become a leading European iGaming destination could face a new regulatory hurdle, as officials consider tightening gambling advertising rules following widespread compliance failures by licensed operators. The discussion comes despite the government’s recent decision to gradually reduce gambling taxes in an effort to attract more international investment.
The country plans to lower gambling taxation to 4% of gross gaming revenue by January 2029, a move designed to strengthen Estonia’s competitiveness against established gaming jurisdictions such as Malta and Gibraltar. However, regulators have indicated that stricter advertising standards remain firmly on the table if operators fail to improve compliance.
Concerns stem from a supervisory review carried out by Estonia’s Consumer Protection and Technical Regulatory Authority (TTJA). The watchdog examined 230 gambling advertisements from licensed operators during 2025 and found that 104 — roughly 45% — breached the country’s Advertising Act.
According to the regulator, the violations ranged from misleading promotional claims and inadequate responsible gambling warnings to marketing practices prohibited under existing legislation. Estonia’s Advertising Act bans advertising that encourages gambling participation or suggests gambling can lead to financial success, while also requiring prominent safer gambling messaging. The framework also discourages the use of influencers in gambling promotions.
The Ministry of Economic Affairs and Communications has confirmed that it is assessing whether the legislation should be updated. Officials stressed that discussions remain at an early stage and no decisions have been made on the scope or timing of any future reforms.
The potential review reflects a broader European trend toward tighter oversight of gambling marketing. Regulators across several jurisdictions have increased enforcement efforts to ensure licensed operators meet responsible advertising standards, particularly in digital and social media channels. In the UK, for example, authorities recently launched AI-assisted monitoring of gambling content and removed dozens of advertisements that breached rules designed to protect minors.
For Estonia, the outcome could prove significant. While lower tax rates may boost the country’s appeal to operators, policymakers have made clear that continued growth will depend on the industry demonstrating higher standards of advertising compliance and consumer protection.