Trade bodies in Portugal have hit back at proposals to implement a gambling advertising ban in the country.
The Portuguese Online Betting and Gambling Association (APAJO) argues that advertising is “the only way” to distinguish between licensed and unlicensed operators.
These words follow proposals set forth by the left-wing Livre Party, which call for restrictions on gambling advertising and sports sponsorships.
“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,” said APAJO President Ricardo Domingues.
The body points to Italy, where the European Gaming and Betting Association (EGBA) has cited the country’s Dignity Decree, which banned advertising and sponsorship, as a cause of the country’s thriving black market, estimated to be worth €1bn annually.
APAJO accused Livre of having a “clear lack of knowledge of the matter” and said its proposals “result from a position of ideological or personal prejudice and political opportunism”.
The Portuguese gaming market experienced a resurgence in 2025, generating €287m in GGR between April and June 2025, marking a 9.6% year-on-year increase.
However, APAJO notes that 40% of gamblers in the country still engage with unlicensed platforms.
Parliament to consider changes
Portugal’s Parliament has committed to putting forward five initiatives from Livre for further deliberation.
Alongside ad and sports sponsorship restrictions, the party also calls for the application of mandatory addiction warnings and the creation of a central self-exclusion system.
In the face of opposition from APAJO, as well as the ruling PSD party, which accuses Livre of resorting to “ban, ban, ban” politics, Livre argues that the prevalence of gambling ads is “destroying lives”.
“Being in recovery from a gaming addiction and seeing advertising everywhere, on the street, in the metro, on TV, on the internet, is to be forced to flee from the world to resist temptation. This is not freedom,” stated the party on social media.
“The purpose of regulating online gambling advertising is to protect people and families. It is not to prohibit, but to set rules so that the profit of some does not destroy people’s lives. Advertising for gambling is everywhere — and it is destroying lives.”
Committees will now be left to decide whether to implement Livre’s tightened advertising restrictions, or adopt the PSD’s softer approach of modernising regulatory frameworks with new controls, supervision and regulatory powers.
