Portuguese lawmakers have agreed to resume parliamentary debates on stricter gambling laws regarding promotions and marketing. This is the result of several legislative proposals being submitted to the parliament. Lawmakers will now discuss the possibility of introducing stricter oversight on gambling promotions and advertisements.
Portuguese Parliament to Review Gambling Ads and Promos: Key Insights
- Portuguese left-wing LIVRE party legislators sent five proposals to the parliamentary committee stage on Friday. The proposed reforms include introducing addiction warnings, limiting sponsorships, and monitoring gambling commercials.
- A faction of lawmakers believes that reforms are necessary as the gambling industry in Portugal continues to be governed by dual legislation. While online gambling and sports betting are regulated by Law Decree 66/2015, land-based operators are subject to the 1989 Gambling Law.
- The Portuguese Online Gambling and Betting Association (APAJO) has strongly criticised the ban on gambling commercials, warning that such a move would push consumers towards unregulated operators, causing more harm than good and disrupting licensed betting operations.
The Need for Stricter Gambling Ad Oversight
The left-wing LIVRE party, on Friday, sent five proposals to the parliamentary action committee, pressing for the need to restrict gambling ads in the interest of public safety. The proposals include banning gambling ads featuring celebrities and influencers, mandating addiction warnings on online platforms and games of chance, and restricting scratch card sales in healthcare facilities.
While the last proposal failed to gain traction in the parliament, lawmakers have agreed to discuss the other suggestions. At the same time, they will also analyse new consumer protection measures, such as including clearer warnings on gambling products and ensuring greater oversight of gambling operators.
The Socialist Party rejected the call for an outright ban on gambling commercials. Instead, it backed a non-binding resolution, urging the government to update Portugal’s ageing gambling legislation. Their approach hinges towards reform rather than prohibition. Their proposed terms highlight the need for stronger regulatory oversight, a centralised self-exclusion system, and gambling funds for community development.
Market Response and the Need for Unified Gambling Regulation
The Portuguese gambling market is currently regulated by two distinct frameworks. While land-based casinos, bingo halls, and arcades are governed by the 1989 Gambling Law, limiting operators to state-approved municipal areas. Online gambling and sports betting are governed by Decree Law 66/2015, under the watch of the Gambling Regulation and Inspection Service (SRIJ).
Licensed gambling operators need to comply with stricter consumer protection laws and pay taxes between 8% to 16% of the betting revenue, depending on wagering levels, and a flat 25% levy on the Gross Gaming Revenue (GGR) of online casinos. Although the higher tax rates initially drove licensed operators out of the country, the market stabilised as other EU members, including Poland, raised the tax brackets.
The Portuguese Online Betting and Gambling Association (APAJO) spoke sharply against the proposed ban on gambling commercials, citing ads as a legitimate tool to differentiate between licensed and illicit gambling sites. Ricardo Domingues, the President of APAJO, released an official statement to the media explaining the same.
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.
He highlighted Italy’s example, where illegal online gambling activity surged following a ban on gambling commercials. According to the APAJO’s estimates, roughly 40% of Portuguese gamblers use unlicensed gaming sites. What’s more astounding is that nearly three-fourths of them are unaware they are doing so.
The parliament will now decide the next course of action. Options range from introducing a blanket ban on gambling commercials to modernising gambling regulations. Reformed regulations have benefitted Portugal’s remote gambling industry, which posted strong growth, reaching €287 million in Q2 2025.