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Ukraine’s National Council for Television and Radio Broadcasting has begun rejecting attempts by casinos, betting sites, and bloggers to register as online media, marking a significant shift in how gambling advertising is regulated across the country. The change follows a rapid rise in applications from influencers, Telegram channels, casino platforms, and sports-related sites seeking registration to run gambling advertisements legally.
This renewed rush began after new rules on combating gambling addiction came into force in the spring of 2025. The legislation allowed gambling advertising under strict conditions. TV and radio can broadcast such ads only between 11 p.m. and 6 a.m., while digital ads are allowed exclusively in officially registered online media. As a result, registration became a gateway for bloggers and online platforms to secure gambling advertising budgets.
The country’s gambling oversight system has also changed. On April 1, 2025, the former regulator KRAIL was dissolved and replaced by the Playcity agency under the Ministry of Digital Economy. Playcity quickly issued millions in fines to media and bloggers, including Dev.ua, Trukha, and numerous Instagram accounts. According to the regulator, around 100 channels have now been blocked. At the same time, popular Ukrainian bloggers such as Rusalochka XL, Simbochka, and @рапaelік have each received fines totaling UAH 4.8 million for working without proper registration.
Playcity director Gennady Novikov said the law is simple: applicants must register, display a “21+” notice, and hold transparent contracts. Without this, gambling ads constitute violations with heavy penalties. The clear financial risk triggered a wave of registrations from sports bloggers, football websites, content creators, and online casino operators hoping to legalize their advertising presence.
Throughout the summer, the National Council approved several gambling-related platforms, including three Ggbet.ua Telegram channels and the Bet.ua site. However, after criticism from media watchdogs, the regulator’s stance shifted sharply in October.
During its October 23 meeting, the council issued two symbolic rejections: the first concerned LLC Lemon, operator of ChampionCasino. Lemon applied to register its Instagram, Facebook, and Telegram channels as online media. The council ruled that these pages exist solely to promote gambling services and attract users, rather than to provide editorial content or news. It stated that the channels lack journalistic activity, regular mass information distribution, or editorial control.
The second rejection involved Instagram blogger Vladyslava Lukashuk, who has 407,000 followers. The council said her page is personal, featuring travel, family, and lifestyle content rather than media activity. Officials emphasized they register only online outlets that fit the legal definition of media.
Under Ukrainian law, online media must regularly distribute information for the general public on a dedicated website. If a page mainly advertises its own business or lacks a journalistic purpose, it does not qualify. The National Council confirmed it checks applicants’ websites, formats, and publication activity before making decisions.
Meanwhile, co-regulatory bodies are drafting formal rules to define what constitutes online media. These guidelines, based on EU standards, will clarify whether bloggers and social channels fall under media regulation, even if they are not registered.
