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The proposal was detailed in a summary report released on Wednesday following a public consultation period, and coincided with the Executive Council’s announcement that a draft bill had been finalised for submission to the Legislative Assembly.
The amendment, first introduced in July 2025, aims to modernise Macau’s advertising framework to reflect emerging digital formats and cross-border marketing practices. Authorities said the reform followed 30 days of public consultation, six sessions with stakeholders, and 155 written submissions from residents and industry representatives.
Advertising Restrictions to Remain for Casino Operators
Under current law, only licensed gaming concessionaires may promote gambling activities, and only within designated casino gaming areas. The proposed update reaffirms these restrictions while explicitly prohibiting all other gambling-related advertising.
"Gaming concessionaires are only allowed to promote gambling-related information or activities within the designated gaming areas of casinos. The government currently has no plans to amend this condition."
Industry Exemptions Under Consideration
Authorities acknowledged feedback suggesting that some gaming-related businesses, such as technology suppliers, require limited promotional capacity, particularly in online and business-to-business contexts.
The report noted that certain entities regularly organise conferences and exhibitions related to gaming equipment to promote these products.
"Therefore, it is recommended that future legislation include specific exemptions to allow necessary industry promotions under such circumstances."
Clarifications on Non-Gambling Promotions
The proposed law clarifies that certain forms of advertising will not fall under the definition of gambling ads and therefore will not be banned. These include promotions for responsible gambling initiatives, problem gambling counseling services, and non-gambling prize raffles or lucky draws.
Under the draft framework, gambling advertisements would be broadly defined to include any content that features gambling-related equipment, tools, scenes, or odds intended to attract public attention. The definition also covers materials that encourage participation in gambling activities or promote events and promotions where gambling is a prerequisite to obtaining rewards or other benefits.
Broader Advertising Reforms
Beyond gaming, the draft legislation seeks to tighten oversight of celebrity endorsements and online advertising, reflecting the city’s growing digital economy. It also proposes specific advertising rules for real estate, health products, medical devices, infant formula, and pharmaceuticals.
The draft bill is now ready for submission to the Legislative Assembly for formal consideration.
Source: iGaming Business
