Liberia Introduces Strict Gambling Advertising Rules and Influencer Requirements

Liberia's National Lottery Authority has introduced new gambling advertising restrictions, including stronger protections for minors, mandatory responsible gambling warnings and disclosure requirements for paid influencers.

Liberia is strengthening its oversight of gambling marketing through new advertising requirements introduced by the National Lottery Authority (NLA) under Resolution No. 005 of 2026.

The measures, reported on October 28, cover television, radio, print advertising, digital platforms, influencer marketing and sponsorship activities.

Under the regulations, gambling advertisements must not target individuals under 18 or use child-oriented imagery. Promotions claiming guaranteed winnings, risk-free participation or presenting gambling as a solution to financial difficulties are also prohibited.

Operators are required to include responsible gambling warnings and age restrictions in their advertising materials. Campaigns must also provide accurate information about winning probabilities, jackpots and promotional conditions.

The rules prohibit gambling advertisements in media where more than 30% of the expected audience consists of minors. Online promotions must include age-verification measures before users can access registration or purchasing pages.

Paid influencers and brand ambassadors must clearly disclose commercial relationships with gambling operators, using labels such as #ad and #NLAPartner or other regulator-approved disclosures.

Operators must verify that influencers primarily reach adult audiences and retain documentation of these checks for at least three years.

The restrictions also apply to sponsorships. Gambling companies cannot sponsor events primarily targeting minors or distribute branded merchandise in schools, playgrounds and youth institutions. However, sponsorship of adult-oriented sporting and entertainment events remains permitted.

The changes signal Liberia's intention to establish stricter standards for gambling promotion without introducing a complete advertising ban. For operators and marketing agencies, the regulations will require greater attention to audience targeting, promotional transparency and compliance monitoring.