Macau plans to revamp its casino advertising laws first established in 1989, focusing on preventing advertisements that promote gambling activities.
The proposed amendments aim to address modern marketing methods, such as influencer content and livestreaming, and include strict regulations against targeting minors in promotional efforts.
The current advertising regulations were established before the first casino concessions in 2002. With the rise of digital marketing, Macau’s government sees the need to update its laws to better reflect contemporary advertising practices.
The proposed changes would prohibit any advertisement that draws public attention or encourages participation in gambling, with the aim of protecting vulnerable groups, including minors, from exposure to such content.
Yau Yun Wah, Economic & Technological Development Bureau Director, highlighted the shift in advertising nature, stating that content, format and dissemination methods have evolved considerably. Yau emphasized the importance of transparency and truthfulness in advertising, especially concerning influencer endorsements.
The proposed law will also allow legal action in cases of false claims or complaints. Additionally, it mandates that foreign influencers obtain permits to work within Macau, ensuring that all advertising activities are regulated.
To ensure that amendments are practical and enforceable, a 30-day consultation period will collect feedback from the public and industry stakeholders.
