ban on all gambling advertising

nov25 new Advertising Bill could add exceptions for gaming-related ads

A newly proposed revamp of Macau’s advertising regulations could allow some exceptions to the city’s stringent prohibition on gaming-related ads.

The Macau Executive Council has completed its review of a draft bill entitled Advertising Law, which updates the territory’s more than 35-year-old advertising regulations and introduces specific provisions for sectors such as real estate, healthcare, and gambling.

The government said the new law aims to reflect changes in economic activity, technology, and media since the current Advertising Activity Law (Law No. 7/89/M) came into effect in 1989. It also aligns with the administration’s policy agenda of improving the business environment and simplifying administrative procedures.

The bill was also said to have taken into consideration the results of a public consultation held from July 4th to August 2nd this year, for which the final report was released yesterday.

More than 90 percent of respondents supporting updates to the criteria for advertising specific goods and services, including lending, gambling, and tourism.

Clearer rules for gambling advertising

The proposed law confirms a ban on all forms of gambling advertising to mitigate potential social impacts, while also clarifying what does not fall under this definition.

Under Macau’s existing Legal Framework for Casino Gambling (Law No. 16/2001), concessionaires may only promote gaming-related activities within casino premises. The government said it does not intend to revise this rule but plans to make the prohibition of gambling advertising explicit in the new Advertising Law.

However, the draft provides for several exceptions. Advertising activities related to responsible gambling campaigns, addiction treatment, and the display of game rules will not be considered gambling advertising.

Likewise, business-to-business promotions, such as the marketing of gaming equipment at industry fairs or through official websites of licensed operators, will be permitted.

Some respondents to the bill public consultation suggested allowing limited advertising of gambling-related products or events after prior review by government authorities, provided that responsible gambling messages are displayed and the ads are not shown in residential areas.

‘Considering that legally authorized gambling operators include not only casino concessionaires but also other operators of gambling-related activities, these entities also need to promote their activities within the casinos they operate or on their official websites’, the government responded in the consultation report.

‘Furthermore, companies regularly organize fairs and conferences related to gaming equipment to promote such products. Therefore, it is suggested that the future legislative proposal include relevant exceptions to allow necessary commercial promotion in these cases,’ it was indicated.

As for opinions mentioning the appearance of gambling-related images or scenes in responsible gambling promotion and addiction counseling advertisements, or promotional activities for lottery or raffle sales conducted to promote products, these situations are not considered gambling advertising and will not be subject to regulation.

The government said the proposed law will improve the city’s advertising environment, strengthen consumer protection, and modernize sanctions by introducing new mechanisms for warnings, precautionary measures, and supplementary penalties.

The draft Advertising Law will now move to the Legislative Assembly for discussion and approval.

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The Macau government has proposed a comprehensive amendment to its decades-old advertising law, suggesting an explicit ban on all forms of gambling-related advertisements.

The move, which aims to address evolving market dynamics and the influence of gambling promotion on society, was announced on July 4th by authorities alongside the launch of a 30-day public consultation period that will run until August 2nd.

According to the consultation document, the revised law would prohibit advertisements that directly or indirectly promote any type of gambling activity. This includes depictions of gambling equipment, tools, or scenarios; the display of betting techniques or odds; the encouragement of participation in gambling; and campaigns that tie rewards or benefits to gambling participation.

The Director of the Economic and Technological Development Bureau (DSEDT), Yau Yun Wah, stated during a press briefing that Macau’s current advertising framework—first enacted over 30 years ago—no longer aligns with the reality of today’s media landscape and technological development. Yau emphasized the need to modernize the law in line with the government’s broader objective of streamlining administrative procedures and enhancing regulatory clarity.

“The nature of advertising, including its content, format, and dissemination channels, has changed significantly. This consultation aims to gather public and industry views to ensure the law is both relevant and enforceable,” he said.

While existing legislation already bans advertising for games of chance and restricts gaming concessionaires to promoting gambling only within designated casino areas, the proposed changes go further by specifying additional elements that constitute gambling promotion. These include using visual cues or information that could evoke associations with gambling activities.

The proposal also introduces updated regulatory frameworks to cover emerging advertising formats, improve administrative oversight, and revise penalty mechanisms. Under the new system, advertising would no longer require prior approval but would instead follow a simple registration process. However, in the event of a violation, authorities could take immediate action to obscure offending advertisements, with penalties to be defined following stakeholder consultation.

To facilitate dialogue, the DSEDT will hold five consultation sessions—three dedicated to industry stakeholders and two open to the general public. The bureau aims to complete the legal drafting process following the consultation phase and submit the bill to the Legislative Assembly in the fourth quarter of this year.

The proposal references Article 8 of Law No. 7/89/M and Article 42-A of the gaming concession law (Law No. 16/2001, republished via Chief Executive Dispatch No. 121/2022), both of which already impose limitations on gambling-related advertising. However, the current amendments are intended to consolidate and clarify the scope of the restrictions.

If adopted, the revised law would represent one of the most stringent gambling advertising bans in the region, reinforcing Macau’s commitment to responsible gaming and aligning its advertising regulations with international best practices.

https://agbrief.com/news/macau/06/07/2025/macau-proposes-comprehensive-ban-on-all-gambling-advertising/?utm_source=Asia+Gaming+Brief&utm_campaign=6764ba5d53-AGB%3A+%2302177+Monday%2C+07th+July%2C+2025&utm_medium=email&utm_term=0_51950b5d21-6764ba5d53-%5BLIST_EMAIL_ID%5D&ct=t%28AGB%3A+%2302177+Monday%2C+07th+July%2C+2025%29&goal=0_51950b5d21-6764ba5d53-%5BLIST_EMAIL_ID%5D&mc_cid=6764ba5d53&mc_eid=31e20475e6