In 2025, Poland significantly tightened its approach to illegal gambling advertising. While previous efforts focused mainly on blocking websites and restricting access to unlicensed operators, regulators are now increasingly targeting those who direct traffic to such platforms. The new measures affect advertising networks, website owners, bloggers, affiliates, and other participants involved in the promotional chain.
The reason for these changes lies in the scale of the grey market. According to industry organisations, around 50% of online gambling activity in Poland still takes place within the unregulated sector. Advertising content, affiliate websites, and social media platforms remain among the primary sources of new users for unlicensed operators.
According to Rollingslots Casino, the situation is developing in a manner previously seen in Italy, Spain, and several other European countries. Regulators are gradually shifting from targeting gambling websites themselves to controlling the channels used to distribute information. As a result, gambling advertising has become one of the central issues in modern gambling regulation.
Particular attention is being paid to the promotion of illegal gambling through digital channels. Regulators are focusing not only on banner advertisements but also on casino reviews, bonus roundups, operator rankings, affiliate links, and sponsored content.
For the Polish market, this marks the beginning of a new phase of regulation that could reshape the entire gambling advertising ecosystem over the coming years.
Table: Areas Receiving Increased Regulatory Attention
|
Area |
Level of Regulatory Attention |
|
Promotional Articles |
High |
|
SEO Websites |
High |
|
Telegram Channels |
High |
|
YouTube Channels |
High |
|
Twitch and Kick |
High |
|
Banner Advertising |
High |
|
Affiliate Links |
Very High |
|
Direct Casino Promotion |
Maximum |
Why Affiliates, SEO Websites, and Gambling Portals Are Under Pressure
Today, the majority of new users enter the industry not through banner advertisements but through affiliate marketing. According to various studies within the iGaming sector, between 40% and 70% of online casino registrations across many markets originate from affiliate traffic.
This is particularly relevant in Poland. A significant portion of the audience searches for information about online casino Poland through search engines, casino rankings, and specialised reviews. As a result, any affiliate website can become a potential target of regulatory scrutiny.
Enhanced oversight may affect not only major projects but also smaller websites publishing reviews, bonus offers, and operator rankings. This is especially true for resources promoting unlicensed brands and generating casino traffic towards the grey market.
As a result, offers such as the Rolling Slots bonus have become part of a broader discussion about advertising transparency. Website owners must now consider not only their search-engine rankings but also the legal status of the brands they promote.
Table: How the Affiliate Market Economy Is Changing
|
Indicator |
Before the Reform |
After the Reform |
|
Advertiser Verification |
Minimal |
Enhanced |
|
Legal Risks |
Low |
High |
|
Value of Licensed Brands |
Medium |
High |
|
Cost of Quality Traffic |
Medium |
Increasing |
|
Importance of Expert Content |
High |
Very High |
|
Risk of Penalties |
Limited |
Elevated |
What Streamers, Bloggers, and Telegram Channels May Face
Over recent years, gambling content has become an independent segment of the digital economy. At various times, the Gambling & Slots category on Twitch alone generated millions of viewing hours per month. Following the emergence of Kick, audience numbers increased even further.
For Poland, this means regulators are beginning to treat a gambling streamer as a full participant in the advertising market. If content effectively directs users to an unlicensed operator, it may fall within the scope of the new regulations.
Particular attention is being paid to partnerships between gambling brands and major content creators. A single popular channel can attract an audience comparable to that of a large-scale advertising campaign. This is why influencer marketing has become one of the most discussed areas of gambling regulation.
Additional concerns involve Telegram channels and Discord communities. These platforms are more difficult to monitor than traditional websites. However, they are frequently used to distribute links, bonuses, and instructions for accessing illegal gambling platforms.
Major social media platforms are also experiencing increased scrutiny of promotional content. In several European countries, advertising fines for violations already reach tens or even hundreds of thousands of euros. The Polish market is moving in a similar direction.
Table: Content Formats Most Likely to Attract Regulatory Attention
|
Format |
Risk of Being Classified as Advertising |
Level of Oversight |
|
Direct Casino Advertising |
Very High |
Maximum |
|
Affiliate Link |
Very High |
Maximum |
|
Promotional Code |
Very High |
High |
|
Sponsored Stream |
High |
High |
|
Casino Video Review |
High |
High |
|
News Article |
Low |
Low |
|
Analytical Article |
Low |
Low |
How the Changes Will Affect Players in Poland
For players, the consequences will be less visible than for the advertising sector, but they will not be entirely unaffected. As enforcement increases, the number of advertisements promoting illegal operators is expected to decline significantly.
For Polish users, this means fewer accidental visits to questionable websites through search engines, Telegram channels, and social media platforms. At the same time, player protection initiatives will continue to expand.
Blocked websites also play an important role. Over the past few years, thousands of domains associated with unlicensed gambling have been added to Polish blocking registers. Combined with advertising restrictions, this should further reduce the visibility of illegal operators.
For users of the licensed market, the Rolling Slots login process and the use of legal services are unlikely to change significantly. However, the number of questionable bonus offers and aggressive advertising campaigns may decrease noticeably.
At the same time, responsible gaming continues to develop as one of the key priorities of European gambling regulation.
Table: Practical Consequences for Players
|
Change |
Potential Effect |
|
Reduced Advertising for Illegal Casinos |
Safer Environment |
|
Stronger Content Oversight |
Greater Market Transparency |
|
Reduced Grey-Market Traffic |
Higher Share of Licensed Brands |
|
Development of Responsible Gaming |
Additional Player-Control Tools |
|
Stricter Advertising Requirements |
Better Information for Players |
Who Will Benefit From the New Restrictions
The main beneficiaries of the reform are likely to be companies already operating within the existing legal framework. As opportunities to promote illegal brands diminish, part of the audience will inevitably migrate towards the regulated sector.
Licensed casino operators and large gambling operators are expected to gain the most significant advantages. These businesses can invest in legal protection, internal compliance systems, and the development of their own media channels.
Companies providing compliance policy solutions, advertising-monitoring services, and risk-analysis tools are also expected to benefit. According to European studies, operator spending on compliance has increased by dozens of percentage points over recent years.
The structure of marketing budgets is also changing. Part of the expenditure previously allocated to aggressive advertising is likely to be redirected towards content creation, analytics, loyalty programmes, and brand development.
Table: Who Benefits From the Reform
|
Market Participant |
Reason for Strengthened Position |
|
Licensed Casinos |
Reduced Competition From Illegal Brands |
|
Large Operators |
Greater Resources for Compliance |
|
AML and KYC Providers |
Increased Demand for Verification Services |
|
Legal Firms |
Growing Compliance Workload |
|
Analytics Providers |
Higher Demand for Monitoring Solutions |
|
Content Projects |
Redistribution of Advertising Budgets |
Similar Situations Have Happened Before: Lessons From the UK, Italy, and Spain
Poland is not the first country to restrict gambling promotion through digital channels. Similar measures have been introduced in Italy, Spain, and the United Kingdom in recent years.
Italy adopted one of the strictest approaches. Following the introduction of advertising restrictions, operator advertising activity declined sharply. However, the grey market did not disappear entirely and continued to use alternative customer-acquisition channels.
Spain opted for partial restrictions. Advertising windows were reduced, and stricter rules were introduced for gambling promotion. As a result, specialist media and search traffic became more important.
The United Kingdom focused on media regulation and advertising transparency. Particular attention was given to sponsorship agreements between betting companies and sports organisations.
For Poland, the experience of the betting industry in these countries is especially valuable. It demonstrates that the effectiveness of restrictions depends not only on the strictness of regulations but also on the ability of the legal market to remain competitive.
Table: Comparison of European Markets
|
Country |
Advertising Restrictions |
Streamer Oversight |
Pressure on Affiliates |
Grey Market After Reform |
|
Italy |
Very High |
Medium |
High |
Medium |
|
Spain |
High |
Medium |
High |
Medium |
|
United Kingdom |
Moderate |
High |
Medium |
Low–Medium |
|
Poland |
Increasing |
Increasing |
High |
Developing |
Who Will Become Stronger After the Advertising Market Reshuffle
If the current direction continues, Poland’s gambling advertising market will look significantly different by 2030. The key competitive advantage will no longer be traffic volume but the ability to operate within gambling legislation and adapt quickly to the requirements of regulatory authorities.
Players are increasingly relying on high-quality content, independent reviews, and brand reputation. As a result, a Rolling Slots review and other analytical resources are becoming more influential in decision-making than traditional advertising campaigns.
Rolling Slots testimonials and user ratings also play an increasingly important role. In many European markets, more than 60% of users now read reviews before registering.
For operators, player acquisition remains a core objective, but the methods used to attract audiences are gradually evolving. Content marketing, expert publications, and the development of proprietary media channels are becoming increasingly important.
By 2030, the Polish market may become significantly more transparent, while companies that adapt early could secure the majority of the redistributed traffic. Brands such as Rolling Slots are among those closely monitoring regulatory developments and trends within the European gambling industry.