Mexico weighs proposal for new gambling ad restrictions
A draft bill proposes limited hours for gambling advertising in Mexico.
Mexico.- Lawmakers in Mexico are considering stricter rules on gambling advertising. Jericó Abramo Masso, a member of the Chamber of Deputies, has introduced a bill intended to limit ads during sports broadcasts on both free-to-air and subscription television.
Masso highlighted a growing number of parental complaints about children being exposed to gambling promotions in sports programming. He criticised “false narratives about winning quick riches.”
Gambling advertisements must currently be cleared by the Secretariat of Interior (SEGOB) before airing, and they are required to include responsible gambling messaging while avoiding encouragement of excessive play. Masso argues that such safeguards are insufficient and is calling for gambling ads to be limited to late-night slots between 10.30pm and 6am to provide more protection for under-18s.
The bill is currently under review by the Board of Directors of the Chamber of Deputies and awaits committee approval before advancing to Congress for a final vote.
The proposal comes ahead of the FIFA World Cup 2026, which the country will host alongside the US and Canada from June 11. Global regulators are also keeping a watch on advertising. France’s ANJ recently issued a message to operators calling for restraint after noting a rise in marketing budgets.
Meanwhile, Mexico’s Morena government has acknowledged that the country’s framework based on the Federal Gaming and Lottery Law of 1947 is outdated. In the 2026 budget, the government approved a sharp increase in the Special Tax on Production and Services (IEPS) for gambling, raising it from 30 to 50 per cent of turnover as part of a series of sin taxes targeting alcohol, tobacco, gambling and sugary foods.
MORENA had pledged to present a new gambling bill before the World Cup begins, though no formal update has been issued this year.
Marcelo Torres Cofiño has presented a proposal that aims to strengthen controls over the relationship between the betting industry and professional sports. The proposal includes an explicit prohibition of cross-interests between betting operators and professional sports clubs. Licensees, partners, operators, or beneficiaries of betting houses will not be allowed to own, invest in, or manage teams and vice versa.
Non-compliance would result in the cancellation of permits, fines, disqualifications, and mandatory notification to financial authorities, thus tightening the compliance framework for licensees.
