The Macau SAR Government has started a public consultation on proposed changes to its Advertising Activity Law, which hasn’t seen major updates in over 30 years. The review could lead to new rules on casino and gaming-related ads as well as other commercial promotions in Macau.
The Economic and Technological Development Bureau (DSEDT) announced the consultation at a press conference on Friday (July 4), led by director Yau Yun Wah. It will run for 30 days from July 4 to August 2, inviting feedback from residents, businesses and industry players.
Casino ads in Macau
Officials pointed out that casino advertising in Macau is currently almost completely banned. Since Macau is known worldwide for tourism and gaming, they suggested it may be time to consider a more flexible approach. With clear rules in place, they believe limited promotional activities could help showcase the city’s unique character without encouraging gambling. This could support the healthy growth of the industry.
Yau also said the current law no longer matches the realities of today’s advertising world. Over the past three decades, economic activity and technology have changed dramatically. Advertising now covers more ground, uses different formats and relies on a wider range of media platforms than when the law was first written.
He added that the planned changes are also part of the government’s effort to simplify administrative licensing. The updated system aims to make it faster to get permits for advertising installations while keeping regulatory oversight up to date with industry trends.
Clearer guidelines around advertising
At the same session, Leong Heng Teng, Vice President of the Macau Advertisers Association, noted that other regions with strong gaming industries allow casino advertising under specific rules. Macau’s restrictions, on the other hand, are much stricter and amount to an almost total ban. He said he hoped the government can establish clear and lawful guidelines in the future to help the gaming sector grow responsibly.
Choi Sao Leng, Head of the Licensing and Inspection Division at DSEDT, clarified that the proposed changes will not tighten or loosen existing rules on casino advertising. Those rules will stay as they are for now.
She stressed that advertising should not encourage gambling or share gaming-related information like jackpot figures or baccarat updates. However, sponsorships by casinos and information about locations within casinos are not banned and are not part of this legal revision.
The consultation will focus on several key areas. These include clarifying legal definitions and principles, updating advertising guidelines for certain goods or services, regulating new formats like digital and influencer marketing, improving the approval process for ads, strengthening oversight and refining penalties for violations.
Yau said the goal is to build a modern regulatory framework that protects consumers while supporting Macau’s changing economy, especially its integrated resorts and tourism sectors.
Featured image: Macao Special Administrative Region Government
