ΠΕΡΙΓΡΑΦΗ

This focused course explores the legal and regulatory framework governing marketing in the betting sector in Cyprus. It trains professionals to design, assess, and implement compliant and effective advertising campaigns while avoiding NBA penalties.

Cyprus’s betting industry operates under one of the most tightly regulated advertising environments in the EU. The Betting Law of 2019, the Code of Practice on Betting Advertising, and a series of detailed NBA (National Betting Authority) directives collectively impose strict controls on how, where, and to whom betting services may be promoted. These include:

Prohibitions on targeting minors or vulnerable persons

Restrictions on aggressive, misleading, or overly promotional messaging

Requirements for transparency, responsible messaging, and content neutrality

Rules on social media, affiliate marketing, and influencer partnerships

Prior notification and compliance vetting procedures

As operators increasingly shift toward digital-first strategies, including social media campaigns, influencer marketing, affiliate collaborations, and native content, many marketing and legal teams are navigating unfamiliar legal territory, often without clear internal guidelines or formal training.

The NBA has repeatedly sanctioned licensed operators — not due to failure in gaming operations, but due
to non-compliance in advertising. Key enforcement themes include:

Misleading promotions that blur the line between advertising and editorial content

Bonus schemes that are not transparently disclosed

Indirect marketing to minors via social media placements and tone

Failure to flag marketing content as advertising on influencer posts or sponsored content

Aggressive tone in calls to action (“bet now”, “no risk”, “free win”)

Affiliate networks operating outside NBA-approved content guidelines

The result: reputational damage, fines, licence scrutiny, and regulatory distrust is particularly problematic for brands aiming to present themselves as socially responsible and sustainable.

In today’s highly scrutinised regulatory climate, teams must evolve beyond creativity they must understand the legal consequences of their work and be able to defend their campaigns under regulatory review.

This course empowers organisations to advertise effectively, legally, and ethically, helping them avoid sanctions while protecting both revenue and reputation, all essential for employers in this field.

ΣΚΟΠΟΣ ΣΕΜΙΝΑΡΙΟΥ

What Participants will learn

• Understand the legal framework governing betting advertising in Cyprus

• Identify prohibited content and protect vulnerable audiences

• Ensure compliance in sponsorships, promotions, and influencer marketing

• Develop and review marketing campaigns using compliance checklists

• Analyse real-world case studies of successful and non-compliant campaigns

• Explore future trends, AI tools, and ethical considerations in advertising

ΣΕ ΠΟΙΟΥΣ ΑΠΕΥΘΥΝΕΤΑΙ

This course is designed for professionals working in licensed betting companies (Class A and Class B), advertising agencies, media teams, legal departments, or compliance functions involved in designing, approving, or monitoring betting-related advertising and promotions. It is suitable for employees who participate in communication strategy, campaign development, or regulatory compliance.

ΠΕΡΙΣΣΟΤΕΡΕΣ ΠΛΗΡΟΦΟΡΙΕΣ

Course content

Module 1: Legal and Regulatory Framework for Betting Advertising

• Overview of Law 37(I)/2019 and the National Betting Authority (NBA) Code of Practice on Betting Advertising: goals and obligations
• Summary of relevant NBA directives (e.g. minors, content, advertising hours)
• Roles of advertisers, affiliates, and influencers
• Recent enforcement trends and penalties in Cyprus

Module 2: Advertising Restrictions and Protected Audiences

• Prohibited content: exaggeration, gambling as income, personal success, endorsements appealing to minors
• Messaging rules: fairness, clarity, no pressure to bet
• Minor protection: age-gating, targeting tools, exclusion from campaign
• Direct marketing rules: consent, opt-outs, exclusion of self-excluded users
• NBA restrictions for TV, radio, digital, and social media platforms

Module 3: Sponsorship, Promotions, and Influencer Marketing

• Compliant structure for sponsorship announcements and event branding
• Guidelines for promotions (e.g. sign-up bonuses, cashback)
• Transparency and terms & conditions
• Influencer restrictions: minimum age, audience demographics
• Monitoring affiliates for NBA compliance

Module 4: Developing Compliant Campaigns

• Pre-publication marketing checklists
• Embedding responsible gambling messages in digital campaigns
• Tools for managing audience targeting and ad visibility
• Example marketing workflows for compliance review
• Sample disclosures and disclaimers

Module 5: Case Studies and Interactive Workshop

• Case Study 1: A successful campaign that met NBA standards
• Case Study 2: Operator sanctioned for misleading advertising
• Discussion: identifying red flags
• AI in advertising compliance monitoring
• Anticipated regulatory shifts in the EU
• Promoting ethical marketing culture
• Balancing commercial goals and consumer protection
• Final Q&A and takeaway

Module 6: Future Trends and Ethical Considerations

• AI in advertising compliance monitoring
• Anticipated regulatory shifts in the EU
• Promoting ethical marketing culture
• Balancing commercial goals and consumer protection
• Final Q&A and takeaway

MEET YOUR INSTRUCTOR

Chrysothemi Valanidou

Chrysothemi Valanidou is an accomplished legal and compliance executive with over a decade of leadership experience in the international gaming sector. Currently serving as Director of Meridian Gaming (CY) Ltd, she plays a pivotal role in strategic business development, regulatory compliance, and organizational management. Her leadership ensures that the company operates within the highest standards of legal integrity and corporate responsibility. Her extensive career includes leading roles in compliance, legal affairs, and risk management, with proven expertise in Anti-Money Laundering (AML), GDPR, and Responsible Gaming frameworks. She is also a certified Safer Gambling Specialist and a seasoned representative before the National Betting Authority and other regulatory bodies.

Chrysothemi has contributed as a speaker and exhibitor at major international forums and gaming expos including ICE London, SBC Summit Barcelona, and the Cyprus Gaming Show. Her work has been featured in numerous publications for her impact in ESG, corporate sustainability, and women’s leadership in gaming. A member of the Cyprus Bar Association since 2015 and an active contributor to the Global Gaming Women network, Chrysothemi holds an LLB from the University of Huddersfield and has completed numerous professional certifications in AML, labor law, and gaming compliance. She is passionate about empowering women in the industry, promoting safer gaming practices, and fostering transparent, responsible business practices in a highly regulated environment.