Portugal Parliament to Review Gambling Advertising Restrictions

The approved measures under consideration include limiting online gambling advertisements, implementing sponsorship bans, and requiring mandatory addiction warnings on gambling content. However, Livre’s proposal to prohibit or restrict the sale of scratch cards in healthcare facilities was rejected by members of Parliament.

MPs at São Bento Palace will now examine whether to introduce advertising limitations, including a potential ban on gambling promotions by influencers and public figures. Ministers will also review the relationships between Portuguese sports organizations and betting companies, alongside proposals to strengthen consumer warnings on online gaming platforms.

Industry Response and Regulatory Context

The Portuguese Online Betting and Gambling Association (APAJO) has defended the role of gambling advertisements in the licensed market. APAJO President Ricardo Domingues stated that advertising represents the primary competitive advantage for licensed operators over illegal alternatives.

“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,” Domingues said.

Domingues warned that imposing restrictions could inadvertently benefit the black market, citing Italy’s experience with advertising bans. He criticized Livre’s proposals as demonstrating “a clear lack of knowledge of the matter” and suggested the initiatives stem from “ideological or personal prejudice and political opportunism.”

Political Divisions and Market Background

The reopening of debate reveals sharp political divisions. Left-wing parties including Livre, PCP, BE, and PAN have pushed for tougher restrictions, while the Socialist Party (PS) favors a more moderate approach focused on modernizing the regulatory framework with updated controls and oversight powers.

Online gambling and sports betting have been regulated in Portugal since 2015 under Decree-Law 66/2015, overseen by the Serviço de Regulação e Inspeção de Jogos (SRIJ). Licensed operators must comply with strict consumer protection rules and taxation requirements, with online sports betting taxed at 8-16% on turnover and online casino games taxed at a flat rate of 25% on gross gaming revenue.

When the 2015 decree was introduced, many international operators exited the market, viewing Portugal’s tax framework as unviable. However, as tax rates have increased across Western European jurisdictions in recent years, Portugal’s regime has become more attractive. The SRIJ has since welcomed a steady flow of new licensees, expanding the market beyond its original operators.

Parliamentary Review Process

Libre MPs continue to argue that gambling is becoming increasingly “invisible” and addictive, particularly among young people using mobile devices. They maintain that advertising should not glorify gambling or target vulnerable populations.

APAJO counters that without visibility, licensed companies cannot effectively compete with unregulated rivals operating in the black market.

As parliamentary committees begin their deliberations, Portugal faces the challenge of balancing consumer protection with market viability. Committees will decide whether to implement stricter advertising restrictions aligned with Livre’s proposals or adopt the Socialist Party’s approach of modernizing the regulatory framework with new controls and regulatory oversight.

The committee review process allows for 60 days of examination before any legislative recommendations return to Parliament for a final vote.