Macau’s New Advertising Bill May Introduce Exceptions to Gaming Ad Ban

A newly proposed overhaul of Macau’s advertising legislation could open the door to limited exceptions under the city’s long-standing prohibition on gaming-related advertising.

The Executive Council of Macau has completed its review of a draft bill titled Advertising Law, which seeks to replace the territory’s more than 35-year-old advertising regulations with updated provisions covering key sectors, including real estate, healthcare, and gambling.

According to the government, the updated law is designed to reflect shifts in economic activity, technology, and media since the existing Advertising Activity Law (Law No. 7/89/M) was enacted in 1989. The proposed framework also supports the administration’s broader policy objectives of enhancing the business environment and simplifying administrative processes.

The draft bill takes into account feedback from a public consultation conducted between July 4 and August 2 of this year. The government released the final report from that consultation yesterday, showing that more than 90 percent of respondents supported updates to the advertising standards for specific goods and services, including lending, gambling, and tourism.

Clearer Definitions for Gambling Advertising

The new legislation maintains a strict ban on all forms of gambling advertising to mitigate potential social impacts, while clarifying what types of communication do not fall under that category.

Under Macau’s Legal Framework for Casino Gambling (Law No. 16/2001), casino concessionaires are currently allowed to promote gaming activities only within their own casino premises. The government stated that it has no intention of changing this rule but aims to make the prohibition on gambling advertising explicit under the new Advertising Law.

However, the draft introduces several important exceptions. Advertising related to responsible gambling campaigns, addiction treatment services, or the display of game rules will not be considered gambling advertising. In addition, business-to-business promotions — such as the marketing of gaming equipment at trade fairs or through official websites of licensed operators — will be allowed.

During the consultation period, some participants suggested that limited gambling-related advertisements should be permitted, subject to prior review by government authorities. These would be allowed only if they included responsible gambling messages and were not displayed in residential areas.

In its consultation report, the government acknowledged that, “considering that legally authorized gambling operators include not only casino concessionaires but also other operators of gambling-related activities, these entities also need to promote their activities within the casinos they operate or on their official websites.”

It further noted, “companies regularly organize fairs and conferences related to gaming equipment to promote such products. Therefore, it is suggested that the future legislative proposal include relevant exceptions to allow necessary commercial promotion in these cases.”

The report also addressed opinions about gambling-related images or scenes appearing in responsible gambling or addiction counseling advertisements, as well as promotional campaigns involving lotteries or raffles used to market products. The government clarified that “these situations are not considered gambling advertising and will not be subject to regulation.”

Strengthening Oversight and Consumer Protection

Beyond gambling-related provisions, the government said the new law aims to improve Macau’s overall advertising environment, enhance consumer protection, and modernize enforcement mechanisms. It will introduce new measures such as official warnings, precautionary actions, and supplementary penalties for violations.

The proposed Advertising Law will now proceed to the Legislative Assembly, where lawmakers will deliberate and vote on the bill.

By fLEXI tEAM