Romania’s iGaming regulation in 2026: advertising pressure, regulatory scrutiny, and what comes next

Romania has spent more than a decade building a regulated iGaming market that is commercially attractive but increasingly cautious in its approach to consumer exposure. As the country moves into 2026, that balance is being tested. Advertising rules are set to tighten again, political scrutiny of gambling has intensified, and the national regulator finds itself under more pressure than at any point since online gambling was legalised.

For operators, affiliates and investors, Romania remains a viable market, but one that now demands a far more defensive compliance mindset.

A regulated market that is no longer “hands-off”

Online gambling in Romania sits on a well-established legal foundation. The country operates a formal licensing and operating authorisation system, with online casinos, betting platforms and other remote gambling services required to obtain approval before targeting Romanian consumers.

What has changed is not the existence of regulation, but the tone of enforcement. Where Romania was once viewed as predictable and relatively permissive compared to Western Europe, political attention has shifted decisively toward harm reduction, advertising visibility and regulatory accountability.

This shift is shaping both the law and how it is applied in practice.

Advertising: from commercial growth tool to political flashpoint

Why gambling advertising is back under the spotlight

Gambling advertising has become one of the most sensitive public-policy issues in Romania. Lawmakers increasingly frame the debate around visibility in public spaces, youth exposure, and the normalisation of gambling through celebrity-led campaigns.

As a result, advertising has moved from being a commercial concern to a political one , and that matters, because political pressure often leads to rapid legislative change.

What’s already changed

Recent regulatory updates affecting broadcast and digital media have already narrowed the scope of what is considered acceptable gambling promotion. In particular, campaigns involving public personalities and well-known figures have been pushed to the margins, forcing brands to rethink sponsorships, influencer partnerships and creative direction.

These changes have acted as a signal rather than a conclusion.

What the 2026 reforms are likely to focus on

While the final form of the 2026 advertising rules is still working its way through Romania’s legislative process, the direction is clear. Operators should expect:

Stricter limits on where gambling ads can appear, especially in environments that are visible to the general public rather than age-gated audiences.
Further restrictions on who can appear in gambling advertising, reinforcing the move away from celebrities, influencers and recognisable public figures.
More scrutiny of digital advertising, including when and how online campaigns are delivered.
Expanded responsible gambling requirements, with clearer, more prominent messaging expected across all formats.

In short, the reform agenda is about reducing reach, not refining tactics.

The regulator: under pressure and forced to evolve

Why ONJN is in the spotlight

Romania’s gambling regulator has faced sustained criticism following public audits that questioned the effectiveness of its oversight, particularly in relation to online gambling activity and reporting controls.

This has pushed the regulator into an uncomfortable position: defending the integrity of the market while simultaneously being asked to prove that it has sufficient tools, data and authority to supervise it properly.

A tougher posture going into 2026

In response, the regulator has signalled a shift toward more assertive enforcement. Rather than focusing solely on licensing, the emphasis is moving toward:

deeper compliance checks,
closer monitoring of online operations,
and stronger action against unlicensed or borderline activity.

For licensed operators, this means the risk profile is changing. Even well-established brands should expect more questions, more documentation requests, and less tolerance for “grey area” interpretations.

What this means for iGaming businesses

Romania is not closing its doors to online gambling, but it is raising the cost of non-compliance, especially in marketing.

Operators that continue to treat Romania as a lightly regulated Eastern European market are likely to struggle. Those that adapt early by tightening internal controls, simplifying acquisition strategies and investing in responsible gambling frameworks will be better positioned to absorb further changes.

Key takeaways for 2026

Romania’s iGaming framework remains intact, but enforcement and political expectations are rising.
Advertising is the primary battleground, with visibility and public influence at the centre of reform efforts.
The regulator is under pressure to demonstrate control, which increases scrutiny on licensed operators.
Compliance, documentation and conservative marketing strategies will be essential for long-term stability.