A new self-regulated code could see online betting and gaming advertising banned across multiple channels.
Advertising online gambling and betting could be prohibited across multiple channels include TV, radio and out-of-home (OOH) in Portugal.
The Portuguese Association of Online Betting and Gaming (APAJO) and the Advertising Self-Regulation Authority (ARP) have signed an agreement to develop an advertising code for the sector.
Among the self-regulated measures the APAJO has proposed include banning advertising for online games and betting across TV, radio, cinema and OOH, including on public transport.
In particular, the code sets out to prohibit specific values of promotional offers and betting odds, alongside the use of images or phrases such as ‘bet now’, ‘register now’, deposit now’ or ‘win now’, which convey a sense of urgency.
The proposed code also looks to prevent operators and sportsbooks from advertising between 7am and 10.30pm across TV, radio and cinema. The exception to the rules will be for sponsorship cards with a static logo – this must not include any brand signatures or promotional messaging or a reference to a product.
APAJO has also suggested that advertising across digital channels be limited to platforms with a core of audience people aged 18 and above. The same rule applies to influencers – their core followers must be adults.
Under the proposed guidelines, the association recommends advertisers must put in place safeguarding measures when using social media to avoid any ads being shown to young people.
The agreement between APAJO and ARP also looks to introduce a standardised responsible gaming message, which they said must be assessed annually and create a system to validate campaigns before they go live. This is currently scheduled to launch in early 2027.
Ricardo Domingues, president of the APAJO board of directors, said: “We operate daily in the face of the significant threat of an illegal market that still accommodates 40% to 50% of consumers. The measures were calibrated taking this crucial factor into consideration as well.”
Teresa Abecasis Burnay, president of the ARP board welcomed the self-regulated code proposed and added that it is “not generalise prohibitions that change behaviours, but information, training and clear, effective and proportionate rules, complementary to the law”.
The proposed guidelines will be discussed by a working group within the ARP and will need to be approved at a general assembly hosted by the two parties. There is no deadline yet for completion.
