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The Portuguese Parliament is set to revisit discussions about implementing stricter regulations on gambling advertising and promotions. Recently, lawmakers agreed to move forward with five proposals from the left-wing ecologist party, Livre, which aim to limit online gambling ads, ban sponsorships, and enforce mandatory addiction warnings.
While the proposals include significant measures to enhance consumer protection, an initiative to restrict the sale and availability of scratch cards in health facilities was not approved. The focus at São Bento Palace will be on establishing limits for advertising, including a potential ban on promotions by influencers and public figures.
Additionally, ministers will examine the relationship between Portuguese sports and betting companies, as well as introduce new requirements to strengthen consumer warnings on online gaming platforms and games of chance.
Non-binding resolution to be applied
As part of its initiatives, the Socialist Party (PS) has decided to implement a non-binding resolution that encourages the government to update and enhance Portugal’s gambling regulations.
This push aims to establish a central self-exclusion system, improve regulatory oversight, and explore the possibility of using gambling revenues to boost tourism in the country’s less-populated regions.
Currently, Portugal’s gambling industry operates under a dual regulatory framework. Traditional gambling venues like casinos, arcades, and bingo halls fall under the Gambling Law of 1989, which restricts operators to specific ‘municipal zones’ designated by the state.
In contrast, online gambling and sports betting have been governed since 2015 by Decree-Law 66/2015, managed by the SRIJ, Portugal’s Gambling Regulation and Inspection Service. Licensed online operators face serious consumer protection requirements and tax obligations, with rates for sports betting varying between 8% and 16% based on wagering levels and a flat 25% for online casino games.
Following the introduction of the 2015 decree, many international operators left the Portuguese market, viewing the tax structure as unfavorable. However, as tax rates increased across Western Europe, Portugal’s framework began to attract renewed interest.
The SRIJ has since seen a consistent influx of new licensees, expanding the market beyond its initial domestic players.
APAJO says ads are needed to protect consumers
The Portuguese Online Betting and Gambling Association (APAJO) quickly defended the necessity of gambling advertisements, asserting they are “the only way” for consumers to differentiate between licensed and unlicensed operators.
APAJO president Ricardo Domingues stated, “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.”
In his remarks, Domingues cautioned that imposing restrictions would only benefit the black market, referencing the situation in Italy, where advertising bans led to unintended consequences. He criticized the left-wing party Livre for demonstrating “a clear lack of knowledge of the matter” and suggested their actions stem from “ideological or personal prejudice and political opportunism.”
Domingues highlighted a concerning statistic: about 40% of Portuguese online gamblers still engage with illegal platforms, with three-quarters unaware of their illegality. He emphasized that licensed operators adhere to SRIJ regulations, whereas illegal sites often allow minors and self-excluded individuals to gamble and have been associated with match-fixing.
Gambling harm concerns are still persistent
Livre MPs have continued to argue that gambling is becoming increasingly ‘invisible’ and addictive, especially among young people using mobile devices. They maintain that advertising should not glorify gambling or target vulnerable groups. In contrast, APAJO believes that without visibility, licensed companies cannot effectively compete with unregulated rivals.
As parliamentary debates resume, Portugal faces the challenge of finding the right balance between consumer protection and market viability. Committees will deliberate whether to impose stricter advertising restrictions aligned with Livre’s proposals or so to adopt the Socialist Party’s more moderate approach of modernizing the regulatory framework with new controls and oversight.
Source: SBCNews
