Mexico Considers Restricting Gambling Ads Ahead of 2026 World Cup

The proposal, introduced by Deputy Jericó Abramo Masso, seeks to ban casino and online betting advertisements on both free-to-air and pay television before 10:30 pm. The measure is aimed primarily at reducing the exposure of minors to gambling-related content during sporting events and other widely viewed broadcasts.

According to Abramo Masso, gambling companies have dramatically increased their advertising presence during major sports tournaments, creating an environment where children and teenagers are frequently exposed to messages that portray betting as an easy way to make money. The deputy argued that such campaigns can distort young people’s understanding of the risks tied to gambling and potentially contribute to addictive behavior from an early age.

Under the proposed legislation, restrictions would apply not only to sports betting operators but also to online casinos, broadening the impact across the country’s gambling industry. That wider scope could make the bill more difficult to pass, given the significant advertising investments made by betting companies and gaming platforms on Mexican television.

The timing of the proposal is particularly notable, with the 2026 World Cup expected to trigger a surge in advertising activity from broadcasters, sponsors, and betting operators. If approved, the restrictions could directly affect how gambling brands promote their services during one of the biggest sporting events in the world.

This is not the first attempt to tighten gambling advertising regulations in Mexico. Earlier this year, senator Juan Carlos Loera de la Rosa introduced a similar initiative aimed at limiting betting advertisements on television and radio. His proposal suggested allowing such promotions only during programming intended for audiences aged 15 and older, citing concerns over underage exposure and the growing risks of gambling addiction.

The latest bill reflects a broader international debate over the role of gambling advertising in sports and its influence on younger audiences.