Portugal Attempts to Restrict Gambling Ads Once More

Portugal’s MPs at the São Bento Palace will once again ponder whether to adopt a firmer stance on gambling advertising and promotion, after lawmakers pushed forward five proposals from the left-wing ecologist party Livre at the end of last week. 

The Proposals, Deemed “Overly Simplistic”

The proposals, which include imposing limits on online gambling ads, a ban on gambling sponsorships in sports, and mandatory addiction warnings on content related to gambling, will be further discussed in the committee. 

The highly debated idea of banning the sale of scratch cards in healthcare facilities has not, however, moved forward. 

In parallel, the Socialist Party fully supports a non-binding resolution asking for a wider update to the country’s gambling regulations. The list of suggestions includes a national self-exclusion program, stricter oversight of operators, and the use of gambling tax revenue to grow tourism in underdeveloped areas.

The proposals were backed by several other left-leaning parties, including PCP, BE, and PAN. However, the governing PSD party has pushed back, calling Livre’s approach “overly simplistic” and warning that some of the measures could create constitutional problems or affect state revenue.

APAJO Warns About the Black Market Perils

As expected, the gambling industry didn’t waste any time voicing its own concerns on the matter, with the Portuguese Online Betting and Gambling Association (APAJO) arguing that advertising is essential in guaranteeing consumer protection. 

“Advertising is the only real advantage that licensed operators have over illegal ones. And it’s the only way for Portuguese consumers to distinguish between the licensed and the unlicensed, the safe and the unsafe,” APAJO president Ricardo Domingues explained.

Domingues went on to warn that limiting advertising could drive more players into the arms of unregulated websites, using Italy as an example, where a ban on gambling ads is currently under review. 

With roughly 40% of online gamblers using illegal platforms without even realizing it, things are not headed in the right direction in the country with a gambling industry regulated under two different systems, believes the APAJO president.

Despite having regulations in place, the market has shown signs of slowing. In the first quarter of this year, online gambling revenue fell for the first time in three years. At EUR 284.7 million ($334.5 million), the figure was up 9% compared with last year but down 12% from the record EUR 323 million ($379.5 million) posted in late 2024. Both online casino and sports betting revenue declined quarter-over-quarter, which suggests that growth may be leveling off.