Fines, Bans, and AI: New Advertising Rules Set to Shake Up the Market in 2025

Changes in Ukraine’s Advertising Legislation in 2025

In the first half of 2025, Ukraine will see significant changes in its advertising legislation. The government has introduced new restrictions on the advertising of gambling, alcohol, food products, and even artificial intelligence. Businesses should adapt their advertising strategies in advance to avoid fines and ensure compliance with new regulations.

Gambling Advertising Restrictions

On December 4, 2024, the Verkhovna Rada of Ukraine passed Law No. 9256-d, which came into effect on April 1, 2025. The law aims to combat gambling addiction and strengthen the regulation of the gambling industry.

Key changes affecting gambling advertising include:

• A ban on gambling ads during daytime hours (ads are only allowed from 11:00 PM to 6:00 AM).
• Restrictions on advertising on television, radio, public spaces, and social media.
• A ban on using images of military personnel, volunteers, and other socially significant figures in ads.
• Prohibition on the use of themes related to deterring and repelling armed aggression by the Russian Federation against Ukraine, as well as any patriotic appeals and/or symbols aimed at ensuring state sovereignty.
• Increased fines for violations of these new norms, ranging from 300 to 600 minimum wages (around €109,487).

Additionally, the following are prohibited:

• Offering or providing direct or indirect compensation for access to gambling establishments.
• Using symbols related to the fight against Russian aggression.
• Product placement of gambling content.
• Featuring individuals under the age of 21 in ads.
• Making phone calls, sending messages via postal services, mobile communications, and electronic communications to provide information about gambling.
• Dissemination of gambling advertisements in the temporarily occupied territory of Ukraine.

Abolition of the Gambling Regulator and Creation of a New Authority

Law No. 9256-d also provides for the abolition of the Gambling and Lottery Regulation Commission (KRAIL). Its functions will be taken over by a central executive body, which has not yet been defined.

Instead, the functions of the state regulator will be performed by a central executive authority, a new institution — the State Agency PlayCity, which will be coordinated by the Ministry of Digital Transformation of Ukraine. The main tasks of the new body will be combating illegal casinos, digitizing the licensing process, and bringing this sector out of the shadows.

New Law on Advertising and Artificial Intelligence

On November 27, 2024, a draft law (Bill No. 12253) was registered in the Verkhovna Rada, which was adopted in the first reading on March 11, 2025.

This bill proposes:

• A clear distinction between advertising and informational content at retail locations.
• Mandatory labeling of advertising content with the words "advertisement" or "sponsored content."
• A ban on using deepfakes and artificial intelligence to create advertising content without the consent of the individuals whose images are used.
• Transfer of exclusive powers over media advertising control to the National Television and Radio Broadcasting Council.
• Granting intellectual property owners the right to request inclusion of websites in the WIPO ALERT database to fight piracy.
• Specification of requirements to prevent discriminatory advertising.

At the same time, the changes in advertising also affected the coverage of the activities of state authorities and local self-government bodies. From now on, materials covering the activities of state authorities and local self-government bodies, published upon request, must include information indicating that the material was placed based on a contract between the information distributor and the respective client.

Please note that the distribution of advertisements using phone numbers or other network identifiers of the consumer may only be carried out with the prior consent of the consumer. This consent may be given in written or electronic form or in another form recorded by technical means. Additionally, the consumer must have the opportunity to withdraw their consent at any time, free of charge, in a simple and understandable manner, including opting out of receiving advertisements via phone numbers or other network identifiers.

Alcohol and Food Product Advertising Restrictions

• Restrictions on alcohol advertising during certain hours (6:00 AM to 11:00 PM) and on specific platforms.
• A ban on alcohol advertising in print media, except for specialized publications.
• Restrictions on advertising targeted at minors.
• Changes to the Ukrainian Law on Information for Consumers about Food Products, banning deceptive advertising about the composition or properties of products.

Practical Advice for Businesses

To avoid issues with the new advertising restrictions, businesses should:

1. Review marketing strategies, particularly in the fields of gambling, alcohol, medical, and food products.
2. Implement advertising labeling mechanisms to comply with new requirements.
3. Update contracts with advertising agencies and platforms to mitigate the risk of violating the law.
4. Monitor the use of artificial intelligence in advertising and avoid deepfakes without consent from the individuals featured.
5. Adapt campaigns to international standards, including updated Google advertising policies on gambling.

Conclusion

In 2025, Ukraine’s advertising legislation has significantly tightened requirements for gambling operators, marketers, and advertisers. Businesses should prepare in advance to avoid fines and adapt their advertising strategies to the new market conditions.