Macau updates proposed gambling ad ban with possible exceptions
The Macau government has finalised a draft bill to tighten its advertising laws, confirming plans to impose a sweeping ban on gambling-related promotions, but with limited exceptions for industry events and responsible gambling initiatives.
The position was outlined in a summary report released following a public consultation on 12 November 2025 on the amendments to the city’s three-decade-old advertising law. On the same day, the Executive Council announced that the draft bill had been completed and would soon be submitted to the Legislative Assembly for review.
The consultation, launched in July, ran for 30 days and included six sessions with industry and public representatives. Authorities said they received 155 submissions containing feedback and suggestions. Under current regulations, only gaming concessionaires are allowed to promote gambling-related activities, and only within designated casino areas. The new bill reinforces this rule while introducing a comprehensive ban on all other gambling 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 summary report stated.
Possible exemptions for promotions
The report acknowledged stakeholder feedback suggesting that some gambling-related businesses, such as suppliers of gaming technology, rely on limited promotional activities, particularly during trade shows and conventions.
“Some entities also regularly organise conferences and exhibitions related to gaming equipment to promote these products,” the report noted. “Therefore, it is recommended that future legislation include specific exemptions to allow necessary industry promotions under such circumstances.”
Officials also clarified that responsible gambling campaigns, problem gambling counselling, and prize raffles or lucky draws would not fall under the definition of gambling ads. These activities will remain permissible under the proposed law. According to the new definition, gambling advertisements are those that display gambling-related tools, scenes, or techniques; promote participation in gambling; or link benefits to gambling activity.
Efforts to modernise gaming industry
The Executive Council said the bill introduces fresh rules for celebrity endorsements and online ads to better regulate emerging marketing trends. It also includes new provisions for advertising in sectors such as real estate, health products, and infant formula, alongside changes to pharmaceutical advertising to allow certain medicines to be showcased at trade fairs without prior approval.
Officials said the overhaul aims to modernise oversight and ensure Macau’s regulations reflect the realities of today’s digital economy while addressing public concerns about gambling exposure. The proposed ban also marks a major step in Macau’s broader effort to diversify its economy beyond gambling. Authorities said the law intends to close loopholes in gambling promotion and reduce social harm associated with such advertising.
However, the report leaves room for interpretation. It remains unclear whether indirect imagery, such as gaming-themed visuals or suggestive slogans, would constitute a violation. With the consultation now concluded, the draft bill will move to the Legislative Assembly for debate and final approval.
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