Why do gambling advertisements flood Estonia's media landscape?

Gambling advertisements have spread to every corner of the media — from television to social media and from sports broadcasts to news portals. While legally everything seems in order, the question arises whether we are normalizing something that deserves critical scrutiny.

Gambling is no longer something encountered only in late-night casinos or behind the local bar counter. Casino advertisements have infiltrated our everyday media landscape — television screens, web portals, social media, and sports broadcast intervals. The question is no longer whether these advertisements exist, but what it means that we have become so accustomed to them.

In Estonia, gambling advertising is regulated by the Gambling Act, and the Consumer Protection and Technical Regulatory Authority (TTJA) carries out oversight. Legally, advertisements must include warnings about the risk of addiction, and certain restrictions have been imposed, for example, to protect minors. Yet year after year, we see advertising volumes grow and the number of channels multiply — especially in the digital environment, where targeted advertising reaches users with extreme precision.

Normalization happens gradually

The problem is not so much in any single advertisement, but in how the overall environment is shaped. When a person sees dozens of different gambling platforms advertised over the course of a day, gambling becomes part of ordinary entertainment — something as everyday as fast food or sports equipment advertising. Psychologists have repeatedly warned that such an environment promotes the development of gambling habits even in people who would not otherwise have considered it.

The situation is particularly concerning among young people. Digital advertising algorithms are theoretically obligated to exclude minors, but in practice, oversight is limited. A young person who does not meet the 18-year-old criterion can still be an active platform user and encounter advertisements whose message is tempting and glamorous: quick wins, an exciting life, easy money.

Responsibility must be broader

This question should not be posed only by lawmakers and regulatory bodies. Media outlets themselves — portals, television channels, sports organizations — should also consider what advertising they allow in their space. Advertising revenue is attractive, but long-term reputation and reader trust are worth more. The discussion also needs to address whether current warning texts — in small print, quickly read — serve their purpose or are merely a formal requirement with no real impact. The oversaturation of casino advertising in Estonia's media landscape does not mean the situation is inevitable. It means it is time to talk about the standards we want to see in our shared space.