Macau to Reform Its Decades‑Old Casino Advertising Regulations

Macau lawmakers say it’s long overdue to revise the city’s outdated casino advertising legislation. On Friday, the government introduced proposed changes to a law first enacted in 1989—well before the rise of digital marketing and more than a decade before the first casino concessions were issued in 2002.

Under the amended law, any form of advertising that “draws public attention or evokes associations with gambling activities” or that “encourages participation in any form of gambling” will be prohibited. Strict restrictions will also be placed on ads targeting minors, as well as those promoting alcohol and tobacco products.

Influencer Marketing Under Scrutiny

The revision notably addresses the growing impact of digital marketing channels, including livestreams and social media influencers. According to Yau Yun Wah, Director of the Economic and Technological Development Bureau, “The nature of advertising—its content, format, and distribution—has changed significantly.”

He added that individuals and organizations involved in online promotional activities, such as influencers, platforms, and advertisers, will be held accountable under the revised law. Influencers must provide truthful endorsements and verify their use of promoted products or services.

“We want advertising ambassadors to be clearly identifiable in all promotions,” Yau said. He noted that additional legal remedies may be introduced to handle complaints or false claims. Influencers based outside Macau will also need a work permit to engage in promotional activities within the city.

Public Consultation and Industry Feedback

The government will open a 30-day consultation period to collect feedback from the public and industry stakeholders. Yau emphasized the importance of ensuring that the new rules remain both relevant and enforceable.

Casino Revenue Remains Strong

Despite regulatory tightening, Macau’s casino industry continues to perform well. Gross gaming revenue (GGR) in June hit MOP21.06 billion (approximately $2.6 billion), a 19% increase year-on-year. This follows a strong May, which saw GGR exceed analyst expectations with a 5% gain. Total GGR for the year so far stands at MOP118.77 billion, up 4.4% compared to 2024.