Portugal Implements Stricter Online Gambling Ad Rules

In 2026, Portugal introduced new standards for online gambling advertisement. This regulatory change imposes fresh compliance responsibilities on licensed services, affiliates, sponsors, and even influencers. The update is aligned with amendments to Article 21 of the Advertising Code. Parliamentary discussions about potential Article 21-B restrictions and the launch of a centralized self-exclusion system by the Serviço de Regulação e Inspeção de Jogos (SRIJ) spurred these developments. Though online gambling remains legal under the framework of the Regime Jurídico do Jogo Online (RJO) established by Decree-Law No. 66/2015, it's now managed more stringently by the SRIJ under Turismo de Portugal. Only those operators possessing a valid SRIJ license are authorized to offer online gambling to Portuguese consumers.

Tighter Restrictions on Gambling Advertising

One of the most significant regulatory shifts is the proposal of Article 21-B, aiming to encompass broad restrictions on gambling advertising, including indirect and digital promotional efforts. While the parliament did not approve this by May 2026, the discussions led the SRIJ to enforce stricter rules under the existing Article 21. The recent changes ushered in new mandatory formatting for responsible gambling messages, requiring exact phrasing in adverts that must be conspicuous. Furthermore, promotional language regarding bonuses is now heavily regulated, with advertisements forbidden from suggesting things like "risk-free" gambling. Disclosure of key promotional terms must accompany the advertisement and cannot be isolated to separate terms and conditions links. The burden of compliance has also been broadened to include affiliate content and influencer promotions.

Comprehensive Self-Exclusion and Advertising Controls

As of April 8, 2026, a centralized self-exclusion portal was launched by SRIJ, compelling operators to integrate these checks into their registration and account management processes. This means operators are required to block any account registrations from individuals on the self-exclusion list and verify exclusion status for all login attempts, prohibiting any deposits or gambling activities from these individuals. The advertising rules require that all promotions include responsible gambling messaging in Portuguese, referencing both the self-exclusion portal and a national helpline. These regulations make sponsorship and influencer-driven campaigns subject to closer scrutiny. Responsible gambling messages along with self-exclusion information and "18+ only" must be explicitly displayed in influencer content, and influencer agreements must provide clearer partnership disclosures marked with labels like #ad or #PaidPartnership. SRIJ reserves the right to impose fines, suspend licenses, and demand the removal of any advertisements that do not comply, including the potential to instruct internet providers to block access to illegal gambling websites. Source: “Online Gambling Advertising Rules Portugal 2026: SRIJ, Article 21, Sponsorships & Bonuses”, globallawexperts.com, May 27, 2026. By GamesAndCasino