Portuguese Parliament Reopens Debate on Stricter Gambling Advertising Laws

Parliament Advances Livre's Proposals

The Portuguese Parliament has agreed to reopen debates on stricter controls for gambling advertising and promotions. On Friday, September 29, 2025, lawmakers voted to advance five initiatives proposed by the left-wing ecologist party Livre to the committee stage for further deliberation. These proposals aim to significantly reshape the regulatory landscape for gambling promotion in Portugal, driven by concerns over public health and consumer protection.

Key Measures Under Consideration

The initiatives put forth by Livre include several key measures designed to curb the impact of gambling advertising. Among these are:

• Stricter limits on online gambling advertisements.
• A ban on sponsorships by gambling operators, including those involving high-profile sports events like football tournaments.
• The enforcement of mandatory addiction warnings on all gambling products and related content.
• A prohibition on gambling promotions by influencers and public figures.

During the debate, Livre MP Paulo Muacho highlighted the increasing issue of online gambling addiction, citing a tragic case to underscore the urgency of the reforms. However, a proposal from Livre to restrict the sale and availability of scratch cards in health facilities was not approved by Parliament.

Broader Political Landscape and Industry Reaction

The decision to revisit these regulations comes amidst a growing online gambling market in Portugal, which saw its revenue reach €227.4 million in Q4 2023, with 4.2 million active accounts. While the Livre party and other left-leaning factions, including the PCP, BE, and PAN, have pressed for tougher restrictions, larger parliamentary groups have expressed caution against blanket bans. The centre-right PSD, Chega, Liberal Initiative (IL), and CDS-PP criticized Livre's proposals, with Chega branding them as 'Stalinist tendencies' and 'paternalistic'.

In parallel, the Socialist Party (PS) adopted a non-binding resolution encouraging the government to modernize Portugal's gambling framework. This includes exploring the creation of a central self-exclusion system, enhancing regulatory oversight, and potentially allocating gambling revenues to support tourism in less-developed regions.

The Portuguese Online Betting and Gambling Association (APAJO), represented by its president Ricardo Domingues, has defended the necessity of gambling advertisements. APAJO argues that advertising is crucial for consumers to distinguish between licensed and unlicensed operators, stating it is 'the only way' for licensed companies to compete effectively and for consumers to identify safe platforms.

Current Regulatory Framework and Future Outlook

Portugal's gambling sector operates under a dual regulatory system. Land-based gambling is governed by the Gambling Law of 1989, while online gambling and sports betting have been regulated since 2015 by Decree-Law 66/2015, overseen by the Serviço de Regulação e Inspeção de Jogos (SRIJ). Existing regulations already mandate that gambling advertisements must be truthful, clear, and accurate, and must not target minors or vulnerable individuals. The SRIJ also issued a Best Practices Manual on Advertising in 2020.

The reopening of parliamentary debate signifies an ongoing effort to balance consumer protection with market viability. Committees will now deliberate on whether to implement stricter advertising restrictions as proposed by Livre or to adopt a more moderate approach to modernize the regulatory framework.