Portugal Weighs Stricter Rules on Gambling Advertising

Portugal Weighs Stricter Rules on Gambling Advertising

Portugal’s Parliament has decided to move forward with discussions that could reshape the visibility of gambling across the country. Lawmakers have approved a package of proposals that would establish tighter boundaries on how gambling is promoted, with implications for advertising, sports sponsorship, and consumer protections. Although the measures are still in their early stages, they signal a renewed focus on the social and economic dimensions of gambling policy in Portugal.

The proposals originate from Livre, a left-wing ecologist party that has made gambling regulation one of its current priorities. The party’s initiative comprises several measures, including restrictions on online advertising, clearer warnings about the risks associated with gambling, and a prohibition on sponsorship agreements between gambling operators and sports clubs. Each of these ideas is now being sent to the committee for further examination.

Not all of Livre’s proposals advanced. The party’s suggestion to ban the sale of scratch cards in healthcare facilities failed to secure sufficient backing, with critics questioning its practicality and relevance. Still, the bulk of the package remains alive for debate, keeping gambling regulation firmly on the parliamentary agenda.

The Socialist Party has added momentum by introducing a separate, non-binding resolution that calls for the modernization of Portugal’s gambling framework. This broader proposal envisions measures such as a centralized self-exclusion system for individuals at risk, tighter regulatory oversight, and the reallocation of gambling tax revenues toward tourism initiatives in less developed parts of the country. Taken together, these ideas reflect a recognition that the current framework may not be fully aligned with contemporary challenges in gambling regulation.

The conversation has exposed familiar divisions in Portugal’s political spectrum. Left-leaning parties, such as the Portuguese Communist Party (PCP), the Left Bloc (BE), and People-Animals-Nature (PAN), have expressed varying degrees of support for Livre’s proposals. They argue that advertising restrictions and sponsorship bans are necessary steps to curb gambling-related harm and reduce the visibility of betting in sports and media.

The governing Social Democratic Party (PSD), however, has criticized Livre’s approach as lacking nuance. PSD lawmakers suggested that some measures may be constitutionally questionable and warned that a sweeping reduction in gambling promotion could have unintended fiscal consequences. Gambling taxes contribute a meaningful revenue stream to the state, and tighter restrictions could impact that revenue at a time of broader budgetary pressures.

Licensed operators, represented by the Portuguese Online Betting and Gaming Association (APAJO), have strongly reacted to the proposals. For them, advertising is not simply a marketing tool but also a means of distinguishing regulated operators from unlicensed competitors.

Ricardo Domingues, president of APAJO, has emphasized that advertising is the only clear advantage that regulated companies hold over illegal platforms. He argued that without visibility, consumers may struggle to differentiate between licensed operators, which comply with oversight, and unregulated entities that do not.

Domingues also highlighted the risks of pushing activity into the black market. Drawing on Italy’s experience, where a strict advertising ban has coincided with growth in unlicensed gambling, he suggested that Portugal should avoid policies that could erode the position of regulated operators. According to APAJO, approximately 40 percent of Portuguese online gamblers currently use illegal platforms, with most of them being unaware that these sites operate outside the regulated system.

The current debate reflects a broader dilemma in gambling policy: how to reconcile consumer protection with market sustainability. On one side, the visibility of gambling through advertising and sponsorship raises public health concerns, particularly in sports where younger audiences are exposed. On the other hand, over-restriction may inadvertently strengthen unlicensed operators, undermining both consumer safety and public revenue.

Sponsorship remains a particularly sensitive issue. In football and other popular sports, gambling operators provide significant financial support through sponsorship arrangements. A ban would mark a cultural and economic shift, forcing clubs and leagues to reconfigure their financial structures. Supporters of the proposal argue that the visibility of gambling logos in sport normalizes betting, while opponents emphasize the financial reliance of sports institutions on such partnerships.

The introduction of addiction warnings, another of Livre’s proposals, is likely to be less controversial but still raises questions of effectiveness. Research across jurisdictions has shown mixed outcomes, with some suggesting that warnings alone have a limited impact without broader public education campaigns and accessible treatment systems.