Montenegro media appeal over gambling ad restrictions
Three newspapers argue that the new restrictions are too broad.
Montenegro.- Three major Montenegrin newspapers, Vijesti, Dan, and Pobjeda, have jointly called on the government to reconsider new restrictions on gambling-related advertising. In a formal letter to the Parliament and the Ministries of Finance, Culture and Media, they argue that the regulations unfairly target domestic private media and could jeopardise their financial viability and operational continuity.
The appeal follows the adoption of Montenegro’s updated gambling legislation, led by finance minister Novica Vuković. The legislation is intended to bolster public health and stimulate economic recovery, but it introduces advertising limitations that confine gambling promotions to logo placements in sports sections only.
The newspapers contend that these rules disproportionately affect local media while exempting foreign platforms, creating an uneven playing field. They estimate that gambling advertisements currently account for 10 to 30 per cent of their revenue, and caution that the loss of this income could lead to staff reductions and diminished editorial quality.
The letter says the restrictions are excessively broad and suggests that public health goals could be achieved through more targeted and less restrictive measures. It stresses that curbs on commercial media activity must be justified, proportionate, and not infringe upon the legitimate interests of economic stakeholders. It also criticises the rapid implementation of the law, noting that unlike similar reforms in Croatia and Serbia, Montenegro’s media were given no transitional period to adapt.
As an interim solution, the newspapers propose the creation of a temporary support fund for print media to help offset the financial impact until a sustainable framework is established.
