Macau considers limited exemptions to gambling ad ban

The Macau government said it is considering limited exceptions to its proposed blanket ban on gambling-related advertising, including allowing the promotion of gaming equipment at trade shows and industry conventions, as part of a long-awaited overhaul of the city’s three-decade-old advertising law.

The proposal was detailed in a summary report released on Wednesday following a public consultation, and coincided with the Executive Council’s announcement that a draft bill had been finalised for submission to the Legislative Assembly.

The amendment, first introduced in July 2025, aims to modernise Macau’s advertising framework to reflect emerging digital formats and cross-border marketing practices. Authorities said the reform followed 30 days of public consultation, six sessions with stakeholders, and 155 written submissions from residents and industry representatives.

Under the current law, only licensed gaming concessionaires may promote gambling activities, and only within the designated casino gaming areas. The proposed update reaffirms these restrictions while explicitly prohibiting all other gambling-related advertising.

“Gaming concessionaires are only allowed to promote gambling-related information or activities within the designated gaming areas of casinos. The government currently has no plans to amend this condition,” the report stated.

Authorities acknowledged feedback suggesting that some gaming-related businesses, such as technology suppliers, require limited promotional leeway, particularly in online and business-to-business contexts.

“Some entities also regularly organise conferences and exhibitions related to gaming equipment to promote these products,” the report said. 

“Therefore, it is recommended that future legislation include specific exemptions to allow necessary industry promotions under such circumstances.”

The proposed law clarifies that certain forms of advertising, including those promoting responsible gambling initiatives, problem gambling counseling, and non-gambling prize raffles or lucky draws, will not fall under the definition of gambling ads and therefore will not be banned.

Under the draft framework, gambling advertisements would be broadly defined to include any content that features gambling-related equipment, tools, scenes, or odds intended to attract public attention. The definition also covers materials that encourage participation in gambling activities or promote events and promotions where gambling is a prerequisite to obtaining rewards or other benefits.

Beyond gaming, the draft legislation seeks to tighten oversight of celebrity endorsements and online advertising, reflecting the city’s growing digital economy. It also proposes specific advertising rules for real estate, health products, medical devices, infant formula, and pharmaceuticals.