A federal deputy in Mexico has put forward a legislative proposal aimed at curbing the exposure of minors to gambling advertising by restricting when betting and online casino marketing may be broadcast. The initiative would limit the transmission of gambling adverts to late‑night hours, after 10:30 p.m., across television and digital platforms, seeking to balance commercial freedoms with increased consumer protection concerns.
The proposal comes as Mexico prepares to co‑host the 2026 FIFA World Cup alongside the U.S. and Canada, a period typically associated with spikes in betting and associated marketing activity, drawing renewed scrutiny to the country’s gambling regulatory framework.
Details of the Proposed Advertising Restriction
The bill, presented by Federal Deputy Jericó Abramo Masso, targets the high visibility of betting and casino advertising embedded within sports broadcasts and other widely viewed programming. In the legislator’s view, persistent advertising during family‑oriented hours creates an environment where minors are routinely exposed to messages that could understate risk and overstate reward associated with gambling.
Under the draft law, licensed online gambling operators would still be allowed to promote their services but only outside traditional viewing hours, effectively restricting gambling ads to late‑night time slots when children and adolescents are less likely to be part of the audience. The initiative is currently under review by relevant committees in the Cámara de Diputados.
Consumer Protection Amid Regulatory Stagnation
Mexico’s gambling regulation remains anchored in the Federal Law of Games and Draws of 1947, a statute widely regarded as outdated and ill‑equipped to address the realities of digital betting and online casinos.
While some lawmakers, industry stakeholders and consumer groups have pushed for broader reform of the gambling regime, including updated age verification measures, platform licensing standards and responsible gaming requirements, progress has been slow. Ahead of the 2026 World Cup, stakeholders have repeatedly called for comprehensive updates to the legal framework to protect consumers and capture economic opportunities. The proposed advertising limit is one of several efforts to mitigate perceived harms linked to gambling marketing in the absence of a modernised regulatory base.
Sports Betting, Media and Youth Exposure
The bill specifically targets advertising during sports broadcasts, a programming category that dominates during major events like football matches and is popular with youth demographics. Observers argue that betting marketing integrated into sports media can normalise wagering behaviour and create undue influence on younger viewers.
Some other jurisdictions have adopted ad exposure protections alongside broader responsible gaming strategies, mirroring the trend of restricting such advertising to late-night slots. In Europe, for example, regulators such as the French Autorité Nationale des Jeux (ANJ) have implemented advertising oversight measures aimed at preventing excessive exposure, particularly around high‑profile sports events like the World Cup.
Comparative Context: Latin America and Global Trends
Beyond Mexico, regulators in other Latin American markets are also taking a closer look at how gambling marketing intersects with consumer protection. Peru, for instance, has seen studies highlighting strong betting intent tied to the upcoming FIFA World Cup, raising fresh questions about the role of advertising in driving wagering behaviour.
Global attention on gambling advertising standards is growing as major sporting events create advertising demand and present regulatory challenges for jurisdictions seeking to balance economic interests with consumer safeguards.
Regulatory Momentum Ahead of 2026 World Cup
The proposal to restrict gambling advertising to late‑night hours signals growing concern among Mexican policymakers about youth exposure to betting and wagering marketing, especially in the context of sports‑driven demand surges. While the measure stops short of a full advertising ban, it marks a noteworthy step toward conditional marketing limits in a market still governed by legacy legislation.
As the 2026 World Cup approaches, Mexico’s legislative discussion on gambling advertising may become a bellwether for broader regulatory reform, one that grapples with consumer protection, media influence, and the economic implications of the country’s evolving gaming landscape.