Macau Executive Council Finalizes Draft Bill to Update Gambling Advertising Law, Allowing Limited Exemptions

Executive Council Concludes Review of Advertising Law

Macau's Executive Council announced on November 12, 2025, that it has finalized its review of a draft bill to amend the city's Advertising Law. This significant legislative update, which will soon be submitted to the Legislative Assembly for review, seeks to modernize regulations that have been in place for over 35 years, specifically the current Advertising Activities Law (Law No. 7/89/M) enacted in 1989.

The proposed changes aim to align Macau's advertising framework with contemporary economic activities, technological advancements, and evolving media landscapes. The government's primary motivation is to prevent the 'negative influence of gambling advertising on society' and to streamline administrative licensing procedures.

Strict Ban with Key Exemptions for Gambling Promotions

The draft bill introduces an explicit ban on most forms of gambling advertising, reinforcing existing restrictions. Under current regulations, only gaming concessionaires are permitted to promote gambling-related activities, and these promotions are strictly confined to designated casino areas. The new legislation maintains this core principle.

However, following a 30-day public consultation period held from July 4 to August 2, 2025, the government has considered several limited exemptions based on industry feedback. These exemptions include:

• Promotional activities for gaming equipment at trade fairs and industry exhibitions.
• Advertising on the official websites of licensed operators.
• Responsible gambling campaigns, problem gambling counseling, and the display of game rules, which will not be classified as gambling advertisements.
• Raffles or lucky draws conducted to promote products, which are also not considered gambling advertising.

Yau Yun Wah, director of the Economic and Technological Development Bureau (DSEDT), previously highlighted that the current law no longer matches the realities of today's advertising world. The consultation process gathered 155 submissions and involved six sessions with public and industry representatives.

Broader Advertising Modernization

Beyond gambling, the draft bill also addresses other aspects of advertising oversight. It introduces new provisions for celebrity endorsements and online advertising to regulate emerging marketing trends. Additionally, the legislation includes updates for advertising in sectors such as real estate, health products, and infant formula, and modifies rules for pharmaceutical advertising.

The comprehensive overhaul aims to ensure Macau's regulatory framework reflects the complexities of the digital economy while addressing public concerns regarding exposure to gambling promotions. The bill's progression to the Legislative Assembly marks a crucial step towards its potential enactment, which would significantly reshape the advertising landscape in the Special Administrative Region.