Portugal Strengthens Gambling Advertising Rules to Shield Players from Deceptive Bonuses

15 October 2026

Portugal's gaming authority, SRIJ, has implemented tougher regulations on online casino and sports betting advertisements, placing special emphasis on clear disclosure of bonus offers. This updated framework, rooted in the Advertising Code and the Legal Regime for Online Games and Bets (RJO), seeks to safeguard players from misleading or hazardous promotional claims.

Key Regulatory Changes

The enhanced rules now mandate that licensed online gambling operators must present bonus conditions transparently within advertisements themselves, rather than hiding key details in separate terms documents. These measures became enforceable in June 2024.

The SRIJ has extended compliance requirements to cover influencer marketing and affiliate promotions, holding operators accountable for third-party promotional content. Ads can no longer suggest gambling involves no risk, with all promotional materials now facing heightened transparency standards.

Impacted Parties

While licensed online gambling operators in Portugal bear primary responsibility, the expanded rules also apply to influencers, marketing affiliates, and other third parties engaged in gambling promotion activities.

Core Regulatory Philosophy

Portugal's advertising framework prioritizes social responsibility, requiring all gambling promotions to: protect minors and vulnerable groups; emphasize entertainment value over financial gain; and avoid suggestions of guaranteed winnings, social status enhancement, or irresponsible gambling behavior.

Additional safeguards prohibit any advertising content featuring minors, with strict placement restrictions near educational institutions, youth centers, and certain sports venues.

Enhanced Disclosure Standards

To combat deceptive bonus practices, the SRIJ now requires gambling operators to prominently display essential offer terms within advertisements. The regulator has published an Advertising Best Practices Guide to assist compliance with these transparency measures.

Oversight and Implementation

The SRIJ coordinates with Portugal's Consumer Protection Directorate and Media Regulatory Authority to enforce advertising standards. The regulator provides compliance guidance to help businesses align promotions with legal requirements under the RJO and Advertising Code.

Location-specific restrictions apply to gambling advertisements, though some government-approved sports betting promotions receive exemptions near restricted areas.

Industry Implications

Portugal's regulatory approach has evolved from general ethical guidelines to specific, enforceable requirements for bonus transparency and compliance verification. As market dynamics shift, these rules aim to raise advertising standards while protecting consumers.

Moving forward, Portuguese gambling operators must focus on clear, responsible marketing practices. Players should benefit from improved disclosure of promotional terms as enforcement measures take effect across the industry.