Spain sees 55 percent drop in sign-ups after ad clampdown
Spain’s tough stance on gambling ads has made a real dent in the market. New account sign-ups dropped by 55 percent between 2020 and 2023, with researchers pointing to Royal Decree 958/2020 as the key turning point. The law clamped down on almost every angle of gambling promotion, from bonuses to broadcast ads.
The changes rolled out between late 2020 and mid-2021, banning welcome bonuses, slashing ad slots on TV and radio to the early hours, and cutting off celebrity endorsements. Sports sponsorships were phased out after the 2020–21 football season, while platforms like YouTube also saw gambling ads disappear.
Spending drops across the board
Unsurprisingly, these moves led to a sharp dip in marketing spend. Operators went from spending €193.7 million on marketing in 2020 to just €116.5 million two years later; a 39 percent decline. Bonus spending also took a hit, down from €189.5 million in 2020 to €165.9 million in 2023. Sponsorship budgets all but vanished, falling from €25.76 million to just €2.67 million in that same period.
A report by the UK’s Royal Society for Public Health based on Spanish data examined the impact of gambling advertising and marketing on online gambling behaviour, finding that “investment in advertising, promotion, and sponsorships was significantly related to the increase in the number of new and active accounts, as well as to deposits and the total money bet.”
According to a study published in the Harm Reduction Journal, new account numbers declined year after year following the ad restrictions. The biggest drop happened in 2022, when registrations fell by 35 percent to 1.37 million, a clear break from the steady growth the industry had seen from 2015 to 2020.
Spain’s gambling regulator, the DGOJ, estimated that the Royal Decree reduced new sign-ups by around 263,000 in Q2 2021 alone. Researchers factored in pandemic-related effects to isolate the true impact of the regulatory changes.
Fewer players, but more money in play
Even with fewer new players joining, existing customers kept business flowing. Deposits rose from €2.19 billion in 2020 to €3.18 billion in 2023, despite strict limits on how much individuals could deposit each day, week, or month. Total wagering also climbed to €26.5 billion by 2023, suggesting that existing users were betting more, either in frequency or amount.
That said, researchers noted that while the numbers were up, they didn’t meet earlier industry forecasts, implying that the rules had effectively slowed the sector’s overall momentum.
The government has continued to tweak the rules, including a 2025 measure that caps acquisition offers at €100 and retains strict ad time slots.
Court ruling shakes things up
Things shifted again in 2024, when Spain’s Supreme Court partially sided with the Spanish Digital Gaming Association. Several key restrictions were annulled, including the ban on ads featuring celebrities and some limitations on marketing to new users. Gambling ads also returned to video platforms.
That legal change triggered a swift rebound. By Q3 2024, marketing spend was up 40.9 percent year-on-year to €131.7 million, while monthly new accounts rose by 42.4 percent. The link between ad freedom and customer acquisition was clear.
In response, the Ministry of Consumer Affairs, led by Pablo Bustinduy, began working on fresh legislation to reinstate tougher rules. New proposals focus heavily on player protection, especially for those aged 18–25. Fines for serious violations can now reach €50 million.
A regulatory balancing act
Spain’s story is a revealing look at how strict rules can curb gambling growth, at least temporarily. It also shows how quickly the industry can bounce back when restrictions ease. The challenge now lies in striking a balance between protecting players and allowing operators to run viable businesses in an increasingly digital market.
