A newly proposed revamp of Macau’s advertising regulations could allow some exceptions to the city’s stringent prohibition on gaming-related ads.
The Macau Executive Council has completed its review of a draft bill entitled Advertising Law, which updates the territory’s more than 35-year-old advertising regulations and introduces specific provisions for sectors such as real estate, healthcare, and gambling.
The government said the new law aims to reflect changes in economic activity, technology, and media since the current Advertising Activity Law (Law No. 7/89/M) came into effect in 1989. It also aligns with the administration’s policy agenda of improving the business environment and simplifying administrative procedures.
The bill was also said to have taken into consideration the results of a public consultation held from July 4th to August 2nd this year, for which the final report was released yesterday.
More than 90 percent of respondents supporting updates to the criteria for advertising specific goods and services, including lending, gambling, and tourism.
Clearer rules for gambling advertising
The proposed law confirms a ban on all forms of gambling advertising to mitigate potential social impacts, while also clarifying what does not fall under this definition.
Under Macau’s existing Legal Framework for Casino Gambling (Law No. 16/2001), concessionaires may only promote gaming-related activities within casino premises. The government said it does not intend to revise this rule but plans to make the prohibition of gambling advertising explicit in the new Advertising Law.
However, the draft provides for several exceptions. Advertising activities related to responsible gambling campaigns, addiction treatment, and the display of game rules will not be considered gambling advertising.
Likewise, business-to-business promotions, such as the marketing of gaming equipment at industry fairs or through official websites of licensed operators, will be permitted.
Some respondents to the bill public consultation suggested allowing limited advertising of gambling-related products or events after prior review by government authorities, provided that responsible gambling messages are displayed and the ads are not shown in residential areas.
‘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’, the government responded in the consultation report.
‘Furthermore, 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,’ it was indicated.
As for opinions mentioning the appearance of gambling-related images or scenes in responsible gambling promotion and addiction counseling advertisements, or promotional activities for lottery or raffle sales conducted to promote products, these situations are not considered gambling advertising and will not be subject to regulation.
The government said the proposed law will improve the city’s advertising environment, strengthen consumer protection, and modernize sanctions by introducing new mechanisms for warnings, precautionary measures, and supplementary penalties.
The draft Advertising Law will now move to the Legislative Assembly for discussion and approval.
