Portugal Considers New Restrictions on Gambling Advertising

October 1, 2025
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New Gambling Advertising Proposals Under Review

Portuguese lawmakers at the São Bento Palace are revisiting the topic of regulating gambling advertisements. Recently, the left-wing ecologist party Livre introduced five proposals aimed at tightening rules around gambling promotions. These initiatives seek to impose stricter limits on online gambling advertisements, forbid gambling sponsorships in sports, and require clear addiction warnings on gambling-related content.

Details and Political Responses to the Proposals

Among the suggestions, a proposal to ban the sale of scratch cards in health facilities has been set aside for now. Meanwhile, the Socialist Party has thrown its support behind a non-binding resolution that recommends updating the nation’s gambling laws more broadly. Their proposals include implementing a national self-exclusion program, increasing supervision of gambling operators, and using gambling tax revenue to boost tourism in less developed areas.

These proposals have gained backing from several left-leaning parties including PCP, BE, and PAN. However, the governing PSD party has criticized the approach from Livre, labeling it as “overly simplistic.” They warn that some measures could raise constitutional issues and impact state revenue.

Industry Concerns: Risks of Driving Players to the Black Market

The Portuguese Online Betting and Gambling Association (APAJO) has quickly expressed concerns regarding the proposed restrictions. APAJO president Ricardo Domingues emphasized that advertising plays a crucial role in protecting consumers by helping differentiate licensed and safe operators from illegal and unsafe ones.

Domingues cautioned that restricting advertising could inadvertently push more players toward unregulated gambling websites. He cited Italy, where a gambling ad ban is under review, as an example of the potential risks involved.

He also highlighted that about 40% of online gamblers in Portugal unknowingly use illegal platforms, a situation worsened by gambling regulation being split into two systems. This fragmentation, according to APAJO, is not favorable for the industry’s future.

Current Market Trends and Economic Context

Despite existing regulations, the online gambling market in Portugal has started to show signs of cooling off. In the first quarter of the current year, online gambling revenue fell for the first time in three years. The revenue reached approximately EUR 284.7 million, marking a 9% increase year-over-year but a 12% decline compared to the record EUR 323 million posted in late 2024.

Both online casino and sports betting sectors experienced a quarter-over-quarter revenue decrease, suggesting that the rapid growth seen in previous years may be leveling out.