Macau, the world’s largest gambling hub, is considering a sweeping ban on all gambling advertising, signalling a major shift in its regulatory approach. The proposed law seeks to prohibit all forms of gambling promotion across various media, including television, radio, print, outdoor billboards, and digital platforms.
To gather public and industry feedback, the government has launched a 30-day consultation running from July 4 to August 2, 2025. The consultation is part of a broader effort to modernise Macau’s Advertising Activities Law, which has been in place for over 30 years and is now considered outdated amid rapid changes in media and technology.
Currently, Macau’s gambling advertising is pervasive, with casinos and related businesses extensively promoting their offerings to both local residents and tourists. While current rules limit advertising mainly to casino gaming areas and ban some types of promotions, the new proposal aims to ban all gambling-related advertising, no matter where or how it appears.
Specifically, the ban would cover ads that show gambling equipment or scenes, promote gambling activities, or tie rewards linked to gambling participation. There might still be exceptions for things like lotteries and football betting, which are regulated separately.
The new proposal aims to ban all gambling ads in Macau, including displays of gambling equipment, going beyond current laws that limit advertising to licensed companies in designated gaming areas.
In addition to the advertising ban, the amendments aim to simplify and streamline the advertising approval process by replacing prior approval requirements with a simplified registration system, reducing bureaucratic hurdles for advertisers.
"The nature of advertising, including its content, format, and dissemination channels, has changed significantly. This consultation aims to gather public and industry views to ensure the law is both relevant and enforceable," said Yau Yun Wah, director of the Economic and Technological Development Bureau of Macau, during a press briefing.
Authorities justify the move as part of efforts to tackle rising gambling addiction and promote responsible gaming. In 2024, Macau recorded a record 208 compulsive gamblers, a 23% increase from the previous year, with around 40% of those seeking help being tourists. The government hopes that limiting gambling ads will help reduce problem gambling and its related social harms.
The government is conducting five consultation sessions, three for industry stakeholders and two open to the public, to encourage broad participation in the review process. Citizens and businesses are invited to submit feedback online or in person.
If passed, Macau would join other places tightening rules around gambling ads to protect vulnerable groups and tackle problem gambling. The government hopes to finalise the new law and present it to the Legislative Assembly by the end of 2025, with details on when it will take effect to follow.
The move signals a big shift for Macau, where gambling ads have long been part of daily life. The final decision will have a big impact on how casinos and related businesses market themselves, and on Macau’s efforts to balance economic growth with social responsibility.
