Looking ahead to this summer’s World Cup in North America, a lawmaker in Mexico is looking to limit sports betting and casino advertising.
Federal Deputy Jerico Abramo Masso presented a bill last week that would ban gambling advertising during “family viewing hours”, according to Periodico La Voz.
Abramo Masso said he developed the proposal to stop misinformation and advertising that could harm children. The legislation would prohibit gambling apps from advertising during primetime sports events or any time prior to 10:30pm.
“When watching sports on television, at any time of the day, we see these advertisements for online casinos and gambling, suggesting you can become a millionaire,” Abramo Masso said, per La Voz. “These lies and fallacies that could lead our sons and daughters to become gambling addicts.”
Mexico will host 13 matches during the upcoming World Cup, which kicks off 11 June.
Mexico gambling advertising history
Abramo Masso’s proposal was sent to committees in the Board of Directors of the Chamber of Deputies for review. If the committees approve it, the proposal will head for debate in Mexico’s Congress.
There has been an existing rule in Mexico for non-deceptive gambling advertising since 1947. Platforms are also supposed to block ads that target the under-18 population. The Secretariat of the Interior also already needs to approve of gambling advertising to ensure compliance with responsible gambling standards.
A proposal last year would have banned sponsorships and influencer ads.
The potential new advertising restrictions come as gambling operators are facing increased financial strain. The 2026 Mexican fiscal plan raised gambling taxes from 30% to 50%.
Farther south, a Brazilian Senate committee recently advanced a nationwide ban on gambling advertising.
North American gambling ad restrictions
US states have taken different approaches to limit the perceived negative effects of gambling advertising.
In Massachusetts, for example, regulations prohibit targeting minors or self-excluded bettors. The Massachusetts Gambling Commission also fined operators for using misleading language like “Can’t Lose Parlay”. Massachusetts Senator John Keenan championed legislation to tighten sports betting regulations, including a prohibition on advertising during game broadcasts.
Ohio regulators also prohibit targeting anyone under the age of 21, including advertising on college campuses. Ohio has also fined operators for using “risk-free” language and breaking advertising rules.
US Rep Paul Tonko has advocated for a federal ban on gambling advertising for several years.
Canada goes strict on gambling advertising
In Canada, Ontario launched its commercial market in 2022 with some of the strongest advertising rules in North America.
Ontario regulators fined operators, including DraftKings, BetMGM and PointsBet, for breaching advertising standards. Those rules were later fine-tuned to include a ban on using athletes and other celebrities in advertising.
Alberta is set to open its online gambling market to commercial operators, largely following the standards set by Ontario.
At the national level in Canada, Senator Marty Deacon has led an effort to create a nationwide ad framework. Deacon first introduced a bill in 2023 but had to reintroduce the legislation last year following the formation of a new government. The Canadian Senate passed the legislation in October, and the House of Commons is now considering the bill.
Deacon’s bill would require the Minister of Canadian Heritage to create the framework. The Canadian Gaming Association and the nonprofit group Ad Standards are working on their own gambling advertising code.
Original article: https://igamingbusiness.com/gaming/online-casino/mexico-gambling-advertising-ban-minors/
