Casino Advertising on Billboards: Allowed or Prohibited? 

Overview of Countries and Examples of Regulation

Competitive industries invest in advertising because it’s an efficient way to reach the target audience. As one of the most competitive businesses, the casino industry is known for paying huge sums for promoting both traditional and online casinos.

Marketing campaigns introduce gamblers to the best casinos in Australia, so they know they can play at around the clock. But can they do it via billboards? Is this advertising form legal or prohibited?

Well, it depends on where the casino company operates. Almost all countries have different viewpoints and corresponding regulations, so it’s impossible to give a straightforward answer to these questions. If this sounds interesting, read on to see the overview of countries and examples of national regulations.

Image Source:

Regulation of Casino Advertising on Billboards

Understanding these regulations is crucial for both casino operators and marketers seeking to promote their services in a responsible and compliant manner. Adhering to the guidelines not only promotes a safer gambling environment but also maintains the industry’s reputation and fosters trust among consumers.

The Regulatory Landscape Surrounding Casino Advertising on Billboards

Across the globe, the regulation of casino marketing on billboards varies greatly. Some countries adopt a more permissive approach, allowing extensive use of billboards to promote casinos, while others impose stringent restrictions or outright prohibit such advertisements.

The regulatory frameworks governing these activities are influenced by various factors, including cultural norms, social attitudes towards gambling, and legal considerations.

Different Approaches Countries Take in Allowing or Prohibiting Such Advertisements

Let’s examine a few examples of how different countries approach the issue of casino advertising on traditional or LED and digital billboards. It’s important to note that the following examples are not an exhaustive list, but rather a snapshot of the diverse approaches taken around the world.

In Australia, the regulations regarding casino marketing on billboards are relatively permissive, allowing operators to utilize outdoor advertising to promote their establishments. However, strict guidelines are in place to ensure responsible gambling practices, such as the prohibition of advertising targeting minors or promoting excessive gambling.

On the other hand, in the United States, the regulations surrounding casino promotion via billboards vary from state to state. While some states, such as Nevada, permit extensive use of billboards to promote casinos, others impose more restrictive measures. For instance, in Hawaii, billboards advertising casinos are prohibited entirely.

Moving to Europe, countries like the United Kingdom have established comprehensive advertising regulations. The UK Gambling Commission oversees the promotion of gambling activities, including casino advertising on billboards. Operators are required to comply with strict guidelines, which include ensuring advertisements are socially responsible, not misleading, and do not appeal to underage individuals.

In contrast, Sweden has taken a more cautious approach. The country recently introduced regulations to limit the visibility of gambling ads, including those on billboards. Advertising of online casinos targeting the Swedish market is heavily regulated, with strict rules on content, frequency, and visibility.

Factors Influencing Regulations, Including Cultural, Social, and Legal Considerations

The regulations surrounding casino advertising on billboards are shaped by a multitude of factors. Cultural attitudes towards gambling play a significant role in determining the permissiveness or restrictiveness of regulations. Societal considerations, such as concerns about problem gambling or protecting vulnerable individuals, also influence regulatory decisions.

Moreover, legal frameworks and obligations pertaining to gambling activities impact the extent to which casino marketing on billboards is allowed. Many jurisdictions have specific legislation or regulatory bodies in place to oversee gambling activities, ensuring compliance with relevant laws and regulations.

Image Source:

Countries Allowing Casino Advertising on Billboards

While regulations surrounding casino advertising on billboards can be strict in many jurisdictions, some countries have adopted a more liberal approach, allowing casinos to showcase their offerings on these towering displays.

The United Kingdom has long been recognized as a hub for gambling and boasts a comprehensive regulatory framework overseen by the UK Gambling Commission. In this jurisdiction, casino advertising on billboards is permitted, subject to certain rules and guidelines.

The main objective behind the UK’s approach is to strike a balance between promoting responsible gambling practices and allowing the casino business to reach its target audience. Under the regulations, casino advertisements on billboards must adhere to strict requirements.

They must not appeal to minors or encourage reckless gambling behavior. Advertisements must include responsible gambling messages, such as helpline numbers and links to support organizations.

The rationale behind allowing casino advertising on billboards in the UK lies in the belief that responsible gambling can coexist with effective marketing strategies. By allowing casinos to advertise on billboards, it ensures transparency and gives operators an opportunity to communicate their services to a broad audience. However, it is crucial to maintain a responsible approach and protect vulnerable individuals from the potential harms of excessive gambling.

Across the Tasman Sea, in the enchanting landscapes of New Zealand, the regulation of casino advertising on billboards takes a slightly different form. The country follows a self-regulatory approach, overseen by the Advertising Standards Authority (ASA), with the aim of ensuring advertisements are ethical, truthful, and socially responsible.

In New Zealand, casino operators are permitted to advertise their offerings on billboards, but they must comply with the ASA’s guidelines. Advertisements must not target minors or feature individuals under the age of 25 in a way that suggests gambling is a key component of their success. They should not exploit cultural or ethnic sensitivities and must avoid promoting excessive gambling behaviour.

Countries Prohibiting Casino Advertising on Billboards

While billboards have long been a popular method for promoting products or services, some countries have taken a firm stance against allowing casinos to advertise on these larger-than-life canvases. Here are a few of them:


Even though Australia is home to some of the world’s most renowned casinos, such as Crown Melbourne and The Star in Sydney, advertising these establishments on billboards is strictly prohibited across the country. The Australian government believes that restricting casino advertising helps maintain a responsible gambling environment and prevents potential harm to vulnerable individuals.


Singapore takes a similar approach to Australia. The government has banned casino advertisements on billboards as part of their efforts to regulate the industry and mitigate the risks associated with gambling.


In the chilly lands of Norway, where fjords and stunning landscapes abound, you won’t find any billboards enticing you to try your luck at a local casino. The Norwegian government holds a monopoly on gambling, and therefore, they have deemed it unnecessary to allow casino advertising on billboards.

Countries With Partial Restrictions or Regulations

Now, let’s shift our attention to countries where there are some restrictions or regulations surrounding casino advertising on billboards. These countries recognize the value of balancing the promotion of gambling with the need to protect their citizens.


In the land of hockey, maple syrup, and politeness, casino advertising on billboards is regulated differently across the provinces. While some provinces, like British Columbia and Quebec, have restrictions on casino advertisements, others, such as Ontario, allow them. In provinces where advertising is permitted, there are still guidelines in place to ensure responsible gambling messaging is included.

For example, a promo board promoting a casino in Ontario might highlight the entertainment options available, like live shows or gourmet dining experiences. At the same time, it will display responsible gambling information, reminding players to set limits and seek help if needed.


There are certain restrictions on gambling promotion in France, too. While billboards can feature casino advertisements, they are subject to strict regulations outlined by the French Online Gaming Regulatory Authority (ARJEL). These regulations aim to prevent excessive gambling and protect vulnerable individuals.

Ethical Considerations and Responsible Gambling Measures

Among the various avenues used to promote casinos, billboards hold a significant position due to their wide reach and ability to capture attention. However, it is crucial to examine the ethical considerations surrounding casino advertising on billboards, as well as the industry’s efforts to promote responsible gambling practices and mitigate potential harm.

Ethical Considerations Surrounding Casino Advertising on Billboards

One of the primary concerns regarding casino advertising on billboards is the potential to target vulnerable individuals. It is essential to strike a balance between promoting entertainment options and avoiding the exploitation of susceptible populations, such as problem gamblers or minors.

Ethical advertising demands transparency and honesty in conveying information. Promo boards should accurately represent the gambling experience, avoiding exaggerated claims or misleading imagery that could create unrealistic expectations. Open communication about the risks and rewards associated with gambling ensures individuals make informed decisions.

Industry’s Efforts to Promote Responsible Gambling Practices

In Australia, the gambling industry has established partnerships with responsible gambling organizations to develop effective harm minimization strategies. For instance, the Victorian Responsible Gambling Foundation works closely with casinos and other stakeholders to implement programs aimed at preventing and addressing problem gambling.

To promote responsible gambling, regulatory bodies and industry leaders have made it mandatory to include warning messages in casino advertisements, including those displayed on advertising boards. These messages serve as a reminder about the potential risks associated with gambling and provide helpline information for individuals seeking support.

The Bottom Line

Marketing is a complex subject for gambling operators, mainly because each country has a different law that regulates the field. We gave you a brief overview of the industry’s common practices at a global scale, but there’s so much more to explore if you are interested in this topic. Have fun researching!

Talk to a Mobile Billboard specialist today

Leave a Reply

Your email address will not be published. Required fields are marked *