Macau weighs comprehensive ban on gambling ads in overhaul of 30-year-old law

Macau has set in motion a proposal to ban all forms of gambling-related advertising, in a move authorities said could help modernise decades-old legislation and reduce potential social harms linked to promotions.

A public consultation on proposed amendments to Macau’s Advertising Activities Law began Thursday, with authorities inviting feedback over the next month on plans to overhaul rules that have been largely unchanged for more than three decades. The consultation runs through August 2.

The Economic and Technology Development Bureau, which is leading the review, said Macau’s existing advertising laws no longer keep pace with modern business practices or technological advances, noting the need to update the framework to better align with “evolving economic activities across various industries and the rapid development of information technology.”

According to the government’s consultation paper, the proposed amendments would prohibit all types of gambling activities from being advertised, including any materials that display gambling-related equipment, tools, or scenes; provide information on gambling odds or techniques; or promote activities that require participation in gambling as a condition for benefits.

The draft also expands the definition of gambling advertising to include content that could attract public attention or create an association with gambling, even if it does not explicitly reference betting.

However, the proposal does not offer specific examples of what might constitute a violation, leaving uncertainty about how broadly the new rules would be applied, particularly in cases where gambling references might be indirect.

The government said the aim is to prevent the negative impact of gambling advertisements on society and to clearly define the content of gambling advertisements that are prohibited.

It also emphasized that the overhaul is intended to ensure that advertising laws remain relevant given Macau’s changing economic landscape and advances in digital communication.

Macau already enforces restrictions on gambling promotions, including limits that generally confine gaming-related marketing to within casinos. The new plan, however, would extend far beyond those existing controls and could sharply limit how operators communicate with the public.