Online gambling advertising in Romania faces a decisive overhaul. The National Audiovisual Council (CNA) voted on 26 June to amend its regulatory code, outlawing the use of celebrities, influencers, and public figures in all televised, radio, and digital gambling promotions. The measure—effective 90 days after the updated code is published—signals a firm policy shift designed to curb the appeal of betting to impressionable audiences, particularly minors. Despite last-minute lobbying from industry stakeholders and sports federations, the CNA rejected every proposal to dilute the ban. Below, we examine the mechanics of the new rule, the forces behind it, and the broader implications for Romania’s gambling and media sectors.

The Core Provision

Celebrities barred from all gambling ads The revised article states that any advertisement featuring “public, cultural, scientific, sports personalities or other individuals who, due to their online notoriety, may encourage participation” in gambling is prohibited. The ban spans television, radio, and online platforms—including social media, streaming services, and on-demand video.

Implementation Timeline

Ninety-day grace period The regulation becomes enforceable three months after the updated Audiovisual Code is officially issued. Operators, media outlets, and marketing agencies must therefore phase out celebrity-driven content by the deadline or risk sanctions ranging from fines to licence suspensions.

Failed Attempts to Soften the Rule

Industry and sports bodies lobbied for exemptions • Winbet argued for celebrity participation in “social-responsibility” campaigns. • The Romanian Football Federation sought permission for athlete endorsements tied to education initiatives. • Trade groups—including Kaizergaming and the Federation of Gambling Organizers—pressed for complete removal of the clause. The CNA unanimously rejected every amendment, underscoring the council’s resolve.

Who Gets Sidelined

High-profile ambassadors affected Past campaigns have featured football icons like Răzvan Raț, Adrian Mutu, Dan Petrescu, and Ilie Dumitrescu; tennis legend Ilie Năstase; and music stars Antonia, Lora, and Alex Velea. All such talent must now be excised from forthcoming promotions.

Additional Safeguards for Minors

On-demand services under tighter scrutiny A separate article obliges streaming platforms and other on-demand providers to follow existing child-protection rules whenever they distribute gambling-related content. This expands regulatory reach beyond linear broadcasting.

Market and Media Implications

Advertising strategies must pivot • Operators will lose a powerful brand-building tool and may shift budgets to bonus-driven or odds-focused messaging. • Agencies must retool creative assets, substituting celebrity clout with responsible-gaming narratives or product features. • Broadcasters stand to lose lucrative endorsement deals, prompting negotiations for alternative revenue streams.

Regional Context

Part of a wider European trend Romania’s stance mirrors stricter frameworks in Spain, Italy, and the United Kingdom, where celebrity or athlete endorsements of gambling are increasingly curtailed to protect vulnerable groups.

Takeaways for Investors and Executives

Adaptation is mandatory, not optional 1. Audit all current campaigns for non-compliant talent. 2. Develop new marketing blueprints centred on transparency, game mechanics, or CSR messaging. 3. Allocate compliance budgets for ongoing monitoring of CNA directives. 4. Expect short-term marketing disruption but potential long-term brand credibility gains.

Implications on Online Betting Segment

Romania’s blanket ban on celebrity involvement in gambling advertisements underscores the regulator’s determination to insulate viewers—especially minors—from persuasive endorsements. While the industry faces an immediate creative reset, the move aligns the country with a growing European consensus on curbing aggressive betting promotion. Operators, agencies, and media companies that pivot swiftly toward compliant, content-driven strategies will be best positioned to navigate the new landscape.