Gambling operators face new advertising restrictions in Liberia

The measures cover television, radio, print and digital advertising, with specific requirements for responsible gambling messages and age-related warnings.

Key takeaways

• New rules restrict gambling adverts targeting minors and misleading promotions.
• Ads must include responsible gambling messages and relevant prize-odds information. Operators must provide accurate information about jackpots and rollover prizes.
• Paid influencers must disclose their commercial relationships.
• Events targeting minors face restrictions, but other sponsorships remain permitted.

Liberia.- Liberia’s gambling regulator, the National Lottery Authority (NLA), has introduced restrictions on gambling advertising targeting minors, misleading promotional claims and marketing practices that encourage excessive gambling under Resolution No. 005 of 2026.

The regulation bans gambling adverts aimed at under-18s, the use of child-oriented imagery, claims of guaranteed winnings and promotions that portray gambling as a way out of financial difficulties. It also prohibits deceptive urgency tactics, misleading representations of winning probabilities and advertisements encouraging excessive or compulsive gambling.

Promotions must also state the odds of winning the top prize or explain that odds vary by game. They must include the NLA’s player-support helpline or another approved problem-gambling support resource. The resolution also prohibits misleading claims such as “sure win”, “risk-free” and “guaranteed return” and requires promotions to make clear that gambling involves chance.

The NLA has also introduced mandatory disclosure requirements. Gambling advertisements must now display a responsible gambling message stating “Play Responsibly. Must be 18 or over” or words to the same effect. At retail locations, signage must display an 18-and-over warning at points of sale and on gaming machines or ticket-vending terminal screens.

For television and radio advertisements lasting at least 15 seconds, the disclosures must remain audible and legible for a minimum of four seconds. Print and digital advertisements must display the information in a clearly visible format, with a minimum font size of 10 points.

The regulation also restricts where gambling advertisements can appear. Operators cannot advertise through media where more than 30 per cent of the expected audience is under 18. Online adverts must include age-verification measures before users can access registration or purchasing pages.

The rules also apply to influencer marketing. Paid influencers and brand ambassadors promoting licensed gambling operators must disclose their commercial relationships in relevant posts using #ad and #NLAPartner or an equivalent label approved by the authority. Operators engaging influencers must take reasonable steps to verify that their audiences are predominantly adults and retain records of those checks for at least three years.

Furthermore, licensed operators cannot sponsor events, leagues or competitions primarily attended by minors or involving predominantly underage participants. The restrictions also prohibit the distribution of branded merchandise at schools, educational institutions, youth clubs and playgrounds, as well as naming rights for events, venues and competitions targeting minors.

The resolution does not impose a blanket ban on gambling sponsorship. It allows licensed operators to sponsor sporting, entertainment and community events, provided they comply with the advertising and marketing requirements.

Promotional offers are also subject to additional conditions. Claims about guaranteed jackpots and rollover prizes must be accurate when published or broadcast. Offers described as free must not require a purchase or deposit, and the terms of bonuses and incentives must be accessible before participation. The regulation further prohibits bonus structures that require repeated gambling or high stakes as a condition of withdrawing winnings or receiving a benefit.

Frequently asked questions (FAQs)

• What is Liberia’s Resolution No. 005 of 2026? It is a regulatory framework introduced by the National Lottery Authority (NLA) to strengthen oversight of the country’s lottery and gambling industry. It covers operator licensing, capital requirements, gambling advertising, gaming machine controls, fees, and social contributions.
• What gambling advertisements are prohibited under the resolution? Adverts targeting minors, misleading claims about winnings and promotions encouraging excessive gambling are prohibited.
• What disclosures must gambling advertisements carry? Advertisements must display a responsible gambling message and age restriction. Promotions must also disclose top-prize odds and provide player-support contact details.
• What rules apply to gambling influencers in Liberia? Paid influencers must disclose their commercial relationships. Operators must verify that their audiences are predominantly adults and retain records for three years.
• Does the resolution ban gambling sponsorships? No. Sponsorships remain permitted, except for activities targeting minors or involving prohibited branding practices.