As the World Cup is about to kick off in North America, Mexican Federal Congressman Herico Abramo Maso has proposed a bill to ban gambling advertisements during "family viewing hours". The bill would restrict gambling apps from advertising during prime time sports events and before 10:30 PM. Simply put, it aims to prevent children from being brainwashed by "get rich overnight" ads while watching TV. Mexico will host 13 matches in this World Cup, while operators are facing financial pressures with taxes soaring from 30% to 50%. Interested in the latest trends in North American gambling advertisement regulations? PASA's official website continuously tracks policy dynamics in various countries.
Details of the proposal: No broadcasting before 10:30 PM, specifically targeting World Cup broadcasts
Last week, Abramo Maso submitted the bill to the House Leadership Committee, stating its purpose is to prevent potentially harmful misinformation and advertisements that could lead children to develop gambling addictions. He noted, "During TV sports broadcasts, you can always see online casino ads suggesting you could become a millionaire. These lies and fallacies could get our children hooked on gambling."
The core content of the bill includes:
Banning gambling advertisements during prime time (before 10:30 PM)
Especially targeting advertisements during live sports events
Mexico has had regulations against deceptive gambling advertisements since 1947, and platforms are also required to block ads targeting those under 18. The Ministry of the Interior is responsible for approval to ensure compliance. Last year, there was a proposal to ban sponsorships and influencer marketing.
Financial background: Operators' tax burden soaring to 50%
As the new advertising restriction proposal is introduced, Mexican gambling operators are facing increasing financial pressures. The 2026 Mexican fiscal plan will raise the gambling tax rate from 30% to a significant 50%, further squeezing the operators' profit margins. Tightening advertising regulations before the World Cup marketing battle will undoubtedly affect the branding strategies of gambling companies.
North America comparison: Unique approaches in the US and Canada
Mexico is not the only North American country tightening gambling advertisement regulations:
United States:
Massachusetts: Bans targeting minors and self-excluded individuals from advertising, has penalized operators using misleading language like "guaranteed winning parlay", and is considering banning ads during matches
Ohio: Bans targeting individuals under 21 (including college campus ads), has penalized platforms using "zero risk" terminology
Federal level: Congressman Paul Tonko has long advocated for a national gambling advertisement ban
Canada:
Ontario: Implemented the strictest advertising rules in North America when opening the commercial market in 2022, has penalized platforms like DraftKings and BetMGM, and later further banned the use of athletes and celebrities as endorsers
Alberta: About to open the market, basically adopting Ontario's standards
Federal level: Senator Marty Deacon is pushing for national advertising framework legislation, which has passed the Senate and is under review in the House of Commons. The Canadian Gaming Association and Ad Standards are jointly developing industry advertising standards.
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This article is from "PASA-Global iGaming Leaders", a gambling industry news channel: https://t.me/pasa_news
Original in-depth gambling channel: https://t.me/gamblingdeep
Free data reports: @pasa_research
PASA Matrix: @pasa002_bot
PASA official website: https://www.pasa.news
