Mexico, Feb 21: Mexico’s Congress is weighing a proposal that could significantly restrict when gambling advertisements are allowed on television, as lawmakers respond to growing concerns about children’s exposure to betting promotions.
The draft bill, introduced by Deputy Jericó Abramo Masso in the Chamber of Deputies, would limit gambling advertisements during sports broadcasts on both free-to-air and subscription TV. If approved, betting ads would only be permitted between 10:30pm and 6am — a move aimed at shielding minors from persuasive marketing during prime viewing hours.
Masso said the proposal was driven in part by complaints from parents who are worried about the increasing visibility of gambling brands in sports programming. He criticized what he described as “false narratives about winning quick riches,” arguing that current safeguards do not go far enough to protect young audiences.
Current Rules Seen as Insufficient present, gambling advertisements in Mexico must be authorized by the Secretariat of Interior (SEGOB) before being broadcast. They are also required to carry responsible gambling messages and avoid promoting excessive play.
However, supporters of the new bill say these measures have not kept pace with the rapid growth of sports betting and the aggressive marketing strategies that accompany it. The proposal is currently under review by the Board of Directors of the Chamber of Deputies and must pass through committee approval before it can move to a full congressional vote.
World Cup Spotlight Intensifies Debate The timing of the proposal is notable. Mexico is preparing to co-host the FIFA World Cup 2026 alongside the United States and Canada beginning June 11, 2026. Major international tournaments typically bring a surge in sports betting activity and advertising, prompting regulators worldwide to tighten oversight.
In Europe, for example, France’s Autorité Nationale des Jeux (ANJ) recently urged operators to show restraint after observing rising marketing expenditures in the sector.
Broader Reform on the Horizon The debate over advertising comes as Mexico’s ruling Morena party acknowledges that the country’s gambling framework — rooted in the Federal Gaming and Lottery Law of 1947 — is outdated.
As part of the 2026 federal budget, lawmakers approved a steep increase in the Special Tax on Production and Services (IEPS) applied to gambling. The tax rate will rise from 30 percent to 50 percent of operators’ turnover, placing betting alongside alcohol, tobacco, and sugary products in a broader “sin tax” strategy.
Morena had previously pledged to introduce a comprehensive new gambling law before the World Cup kicks off, though no formal update has yet been provided this year.
Tackling Industry–Sports Ties In a parallel initiative, Senator Marcelo Torres Cofiño has proposed tighter rules governing the relationship between betting companies and professional sports clubs. His bill would explicitly prohibit cross-ownership or financial interests between gambling operators and sports teams.
Under the proposal, license holders, partners, or beneficiaries of betting companies would be barred from owning or managing professional teams, and vice versa. Violations could lead to permit cancellations, fines, disqualifications, and mandatory reporting to financial authorities.
Balancing Growth and Protection Together, the measures signal a broader effort by Mexican authorities to modernize oversight of a rapidly expanding industry. Lawmakers face the challenge of balancing economic opportunity — particularly ahead of a global sporting event — with social responsibility and consumer protection.
If approved, the advertising restrictions would mark one of the most visible changes in Mexico’s gambling landscape in decades, reshaping how betting companies promote themselves in one of Latin America’s largest media markets.
