Ukraine’s online gambling regulator PlayCity has intensified its campaign against illegal advertising, announcing Monday that it will accelerate the removal of promotional material targeting Ukrainian customers from unlicensed operators.
Working directly with content teams at Google, Meta (Facebook, Instagram), TikTok, Twitch, Viber, and Kick, PlayCity now enables faster identification of suspected violations and immediate takedowns of posts, accounts, or channels breaching national gambling advertising laws.
Rising oversight, persistent shadow market
Ukraine’s regulatory framework is tightening rapidly, aligning with EU standards. Yet the country still faces a larger shadow market than most Western jurisdictions. Compared with the UK, Malta, the U.S., and Nordic countries, Ukraine is modernising oversight with digital monitoring and heavy fines, though enforcement remains more reactive than proactive.
This year, the country’s shadow gambling market has surged to 56.7 per cent, worth at least UAH61.6 billion ($1.37 billion), according to a Kantar study. Over 80 per cent of Ukrainian players admit to using illegal online casinos or betting platforms, underscoring the scale of the challenge for regulators.
Tangible results
The new framework is already delivering results. In the past month alone, 37 accounts across platforms such as Kick and TikTok were shut down. Two additional Kick accounts were removed following direct complaints investigated by PlayCity. Since launching its online complaint form, the regulator has received 425 submissions, including 19 last month. Overall, 785 social media and streaming profiles promoting illegal gambling have faced sanctions since the campaign began.
PlayCity’s crackdown mirrors global priorities in gambling advertising by protecting vulnerable groups, ensuring truthful messaging, and implementing responsible play standards. Moreover, regulators around the world mandate ads to avoid misleading claims, highlight risks, and undergo pre-screening to protect minors and problem gamblers.
Complaint review and enforcement
Each complaint undergoes a two-step process: PlayCity first notifies platforms to address the advertisement, then escalates if violations persist. Operators found guilty face fines of up to UAH5.2 million ($155,678). When offenders cannot be identified through public sources, PlayCity coordinates with law enforcement to intensify investigations.
The use of tech platforms is now part of gambling ad crackdowns: they use stricter verification and ban them down for faster takedowns. Additionally, their role is moving away from passive ad host to active enforcement partners, directly defining how gambling operators reach their audiences.
Heavy penalties in 2026
Ukraine’s gambling advertising legislation is among the strictest in Eastern Europe. In March 2026, the Supreme Court ruled that even displaying a gambling operator’s brand or trademark counts as advertising, subject to restrictions under the Law “On Advertising.” This landmark decision empowers PlayCity to enforce bans on outdoor brand visibility and levy heavy fines.
According to its first annual report, PlayCity has imposed about UAH988 million ($22 million) in fines for regulatory violations this year, including UAH80 million ($1.7 million) specifically targeting advertising breaches.
Operators must move toward compliant digital channels and revert to outdoor branding, while media companies face liability if they host gambling brand visibility. Consumers benefit from reduced exposure to predatory ads, but enforcement remains reactive. Still, Ukraine’s approach is stricter than Malta’s or the UK’s, but its shadow market, estimated at 50 per cent, remains a formidable challenge.
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