Slovakia Warns Operators Over World Cup Advertising

Slovakia’s gambling regulator has reminded licensed operators that the 2026 FIFA World Cup does not exempt them from their obligations regarding responsible advertising and consumer protection.

The Gambling Regulatory Authority (URHH) has issued guidance to both online and land-based operators, stating that all marketing activity connected to the tournament must comply with existing regulatory standards. The authority emphasised that the increased attention surrounding the World Cup should be used to reinforce safer gambling practices rather than encourage excessive customer acquisition efforts.

Libuša Baranová, Director General of Gambling Policy, said the regulator will closely monitor advertising campaigns throughout the tournament.

According to Baranová, the authority will continuously assess promotional content during the World Cup and expects operators to include responsible gambling messages within their campaigns. These should highlight tools such as deposit limits and self-exclusion options while encouraging safer play.

The regulator confirmed that its monitoring activities will cover television advertising, digital channels, social media platforms and outdoor marketing. It also stated that enforcement action will be taken if operators are found to be breaching gambling regulations or consumer protection requirements.

The announcement comes as Slovakia continues broader discussions around gambling reform and market oversight.

Earlier in 2025, Minister Rudolf Huliak called for a review of the country’s gambling framework, arguing that existing regulations were struggling to keep pace with the growth of online gambling. Among the proposals discussed were stricter licensing requirements and limiting certain higher-risk gaming products to state-owned operator TIPOs.

Although those proposals sparked debate, President Peter Pellegrini declined to advance them, citing concerns that such restrictions could conflict with European Union competition and free-market principles.

Nevertheless, the president acknowledged the importance of strengthening consumer safeguards and indicated support for future measures focused on reducing gambling-related harm.

In May, the Gambling Regulatory Authority further expanded its efforts by partnering with the University of Trnava to develop a research-based approach to gambling oversight. The collaboration provides academic researchers with access to market data and supports initiatives including prevention programmes, studies on digital addiction and educational events focused on online safety.

Together with its World Cup advertising warning, the latest actions highlight the regulator’s ongoing focus on consumer protection as online gambling continues to grow across the Slovak market.