Telegram Gambling Ads in Europe 2026: Regulators, Accounts & CPMs

Europe is the most fragmented gambling market there is: a separate regulator, licence regime and advertising rulebook in nearly every country. Earlier versions of this page presented that as an opening for Telegram. This version sets out what the European Commission and six national regulators actually say, what Telegram’s own rules say, and what European traffic costs in our accounts. Status as of 3 October 2026; it is not legal advice.

Is there a European gambling licence?

No. The European Commission puts it in one sentence: “There is no sector-specific EU legislation in the field of gambling services. EU countries are autonomous in the way they organise their gambling services”, as long as they respect the fundamental freedoms of the EU Treaty.

The Commission describes the result. Some countries allow every kind of online game, others only betting, poker or casino games. Some keep a monopoly, run by a state-controlled operator or by a private one holding an exclusive right; a growing number license several operators. “Under EU law, no particular system is favoured over the others.”

For an operator this means a licence is national. A licence from the Malta Gaming Authority is a Maltese licence; whether it lets you serve players in another country is decided by that country’s own rules.

What do the national regulators say about advertising?

Six markets, each read from the regulator’s or legislator’s own text:

Country	Authority	What the official source says
Great Britain	Gambling Commission	Since 1 November 2014, remote operators selling into the British market, “whether based here or abroad”, must hold a Commission licence. Advertising must comply with the UK Advertising Codes, enforced by the Advertising Standards Authority
France	Autorité nationale des jeux (ANJ)	Only four categories are authorised: lottery games under the FDJ monopoly, sports betting, horse-race betting and online poker from ANJ-approved operators. Online casinos and esports betting are not authorised
Spain	Dirección General de Ordenación del Juego	Royal Decree 958/2020: no commercial communications aimed at residents in Spain from entities without a Spanish licence (art. 6.2); audiovisual advertising only between 01:00 and 05:00 (art. 18)
Italy	AGCOM	Article 9 of Decree-Law 87/2018 prohibits any form of advertising, even indirect, of games or bets with cash winnings, on any medium, social media included. The sanction is 20% of the value of the advertising and never less than €50,000 per violation
Netherlands	Kansspelautoriteit (Ksa)	Untargeted advertising for online games of chance has been banned since 1 July 2023: TV, radio, print and public places. Advertising on the internet and social media remains allowed only under strict conditions
Germany	Gemeinsame Glücksspielbehörde der Länder (GGL)	Public gambling may be offered only with a valid permit (§ 4 GlüStV 2021), and advertising unauthorised gambling is prohibited (§ 5). In 2024 the GGL issued 231 prohibition orders, 148 of them for advertising alone

Two things stand out. In Italy there is no compliant gambling ad to write: the ban covers the medium, whoever the operator is. And in Germany, Spain and Britain the question a regulator asks first is not what the ad says but whether the operator holds that country’s licence. This table is not exhaustive, and the rules move; check each market with local counsel before you plan a budget.

What do Telegram’s rules say?

Telegram’s ad guidelines do not treat gambling as a restricted category with a licence upload. They prohibit it. §5.6 reads: “Ads must not promote online or offline gambling, gaming, or casino-based activities involving real money, prizes, or goods of any value.” Its examples name games of chance and casinos, sports betting, lotteries, bingo and fantasy sports, as well as tips, odds and forecasts (wording checked on 3 October 2026). There is no licensed-operator exception and no country where the clause switches off.

Mini Apps are not a way around this. On PropellerAds’ Mini App ad network — a third-party network, not Telegram Ads — iGaming took the largest share of impressions in 2025, 22.37%; the same report notes that in 2025 Telegram began removing iGaming-related Mini Apps (PropellerAds, 2025).

Euro or TON account: what differs in Europe?

Less than it used to. Since 22 August 2026 TON accounts use the same targeting form as Euro accounts — countries, languages, topics, devices, or specific channels, bots and search — so a TON campaign can be locked to Spain or Italy just as a Euro campaign can.

What remains Euro-only: ads that link to an external website, in-stream video, a custom button, and human escalation of a declined ad through Adsly. TON accounts link to Telegram destinations only — channels, bots and Mini Apps.

Germany. It was long reported as the one European market Telegram ads did not reach. Between 22 August and 3 October 2026 our TON accounts delivered 5.5M impressions to campaigns with Germany as the only country selected. We have not run Germany-only campaigns on Euro accounts, so for Euro we cannot confirm delivery there either way.

Every account comes with access to the account itself on ads.telegram.org and to the Pro Panel; the one exception is the gambling test launch described below.

Which gambling formats do we open?

What follows describes what we open, not a clause in Telegram’s policy.

	Test launch on our infrastructure	Official gambling account
Ad budget from	€5,000	€25,000
Ad texts	Ours: soft wording, no brand or bonus figures	Yours: the creatives pass Telegram moderation and run as written
Who launches	Our manager, until the campaigns are Active	Our manager places the campaigns and looks after the first days
Your access	Pro Panel only	ads.telegram.org and the Pro Panel
Account opens in	2 business days	2 business days

The commission is added on top of the ad budget; the order form shows your exact price before you pay, in any cryptocurrency and with no KYC. Once the account is open, the team agrees the launch plan with you, and each ad goes through moderation separately. Details are in the gambling policy guide and on the official gambling account page.

Both formats target by country, and neither changes national law. Which countries belong in your geo list is decided by the licences you hold and by the law of each country, not by the account format.

What does Europe look like in our own accounts?

For Europe our measured prices come from TON accounts only: single-country campaigns across all niches, 22 August–3 October 2026. They are in TON, not euros, and they are not gambling-specific.

Country	CPM (TON)	CTR	Cost per click (TON)	Impressions	Accounts
Germany	0.27	2.86%	0.010	5.5M	10
Spain	0.41	6.76%	0.006	2.9M	7
United Kingdom	0.27	3.03%	0.009	2.6M	8
Netherlands	0.27	1.99%	0.014	2.1M	6
Italy	0.43	2.36%	0.018	1.8M	7
Romania	0.21	3.20%	0.006	905k	3
France	0.24	2.91%	0.008	878k	4
Switzerland	0.55	2.47%	0.022	232k	3
Poland	0.21	2.96%	0.007	158k	3

We have no Euro-account measurement for any single European country, because our Euro clients have not run single-country campaigns there. Other markets are in Telegram Ads CPM by country.

Gambling figures are thinner. The one European country where our accounts hold a gambling record of any size is Germany: 99 campaigns with Germany as the only target, 825,159 impressions, a 1.31% click-through rate and no declines (3 October 2026). It is a record of what ran, not a statement about German law. Across all countries, gambling-titled campaigns on TON accounts cost 0.86 TON per thousand impressions (4,606 campaigns with spend on 68 accounts, 10,213 TON, 11.8M impressions); leaving out campaigns with a click-through rate above 25%, that is 403,915 clicks at 0.024 TON and 51,900 users delivered into the product at 0.19 TON. On Euro accounts the gambling base is €412 of spend on 174k impressions — too thin to price from. 8.2% of gambling campaigns were declined (727 of 8,840), against 4.9% for every other niche.

A user in the product is a channel join or a bot start, not a depositor; deposits are measured in your own CRM.

Who is responsible for what?

• The licence. We do not verify licences and do not ask for one to open an account. Holding the licence each market requires is your responsibility.
• National law. Whether you may advertise to players in a given country — and whether gambling may be advertised there at all — is decided by that country. A price and a moderation pass say nothing about it.
• Each ad. Opening an account does not approve any ad, and an approved ad is not legal clearance.

Frequently Asked Questions

Is it legal to advertise gambling in Europe on Telegram?

There is no single answer, because there is no single European rule. The European Commission states that there is no sector-specific EU legislation on gambling services; each country sets its own licensing and advertising rules. Separately, Telegram’s ad guidelines prohibit gambling ads in §5.6.

Which European regulator matters for my campaign?

The one in each country you target: the Gambling Commission in Great Britain, the ANJ in France, the DGOJ in Spain, AGCOM for advertising in Italy, the Ksa in the Netherlands, the GGL in Germany. A licence issued in one country does not by itself authorise you in another.

Can gambling be advertised in Italy at all?

Article 9 of Decree-Law 87/2018 prohibits any form of advertising, even indirect, of games or bets with cash winnings, on any medium, with a sanction of at least €50,000 per violation enforced by AGCOM. Take Italian legal advice before you treat any format as an exception.

Can I target Germany?

On TON, yes: since 22 August 2026 TON targets by country like Euro, and our TON accounts delivered 5.5M Germany-targeted impressions at 0.27 TON per thousand between 22 August and 3 October 2026. We have not run Germany-only campaigns on Euro accounts, so we cannot confirm Euro delivery there. German law still requires a permit for the gambling you advertise.

What CPM should I budget for European traffic?

For European countries we have TON prices only, all niches: 0.27 TON per thousand impressions in Germany and the UK, 0.41 TON in Spain, 0.43 TON in Italy (22 August–3 October 2026). Across all countries, gambling-titled campaigns on TON accounts cost 0.86 TON per thousand impressions. We quote no euro gambling price: the base is too thin.

Do I need a gambling licence to open the account?

We do not ask for one and do not verify licences; accounts open with no KYC, paid in any cryptocurrency. Your obligation to hold the right licence for each market you serve is separate and stays with you.

How long does a gambling account take to open?

2 business days from payment, in either format. After that the team agrees the launch plan with you; moderation of each ad is a separate step.

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Questions about a gambling account for the markets your licence covers go to @adsly_pro.