Lawmakers in Mexico are considering proposals to tighten rules around gambling advertising during the FIFA World Cup 2026, with calls to prohibit advertising throughout the tournament.
The directive is led by Jericó Abramo Masso, Member of the Mexican Chamber of Deputies, who has drafted a bill which would severely limit operators’ flexibility around advertising, specifically during sporting events shown on open-source and pay-for TV.
According to Masso, an increasing number of complaints from parents report that their children are being subjected to gambling ads integrated into sports programming, which offer ‘false narratives about gaining quick wealth’.
Under the current legislation, gambling ads need to first be approved by the Secretariat of Interior (SEGOB) in order to air on TV, while also adhering to strict rules around the inclusion of problem gambling messaging and avoidance of promoting excessive participation.
However, Masso believes that rules should be tighter, with operators only allowed to market at certain times of the day, specifically between 10:30 pm and 06:00 am. The politician is also seeking to roll out a potential advertising ban across digital platforms too, which he argues would add an additional layer of protection for under-18s.
The bill is currently with the Board of Directors of the Chamber of Deputies, pending Committee approval before it moves to Congress for final voting
World Cup … Best behaviour!
With the long-awaited 2026 FIFA World Cup mere months away, gambling operators will be looking for new and creative ways to engage with players throughout the tournament, which kicks off on 11 June 2026.
Due to take place in three countries over the span of 39 days, this year’s event is already the topic of many discussions across the sports betting space. But the heat is on for those operators looking to increase their brand exposure.
With brands turning their attention to new player engagement and retention strategies, marketing spend is on the up, which is also making regulators stay on their toes when it comes to balancing the enforcement of player protection measures with the delicate act of avoiding excessive restrictions.
Given that Mexico is one of the host countries together with the US and Canada – and will be home to the first World Cup game – local policymakers like Masso are naturally in a greater hurry to ensure that the rules are clear before the tournament kicks off.
All matches up until 27 June have already been scheduled, with broadcasts in Mexico ranging from midday to midnight local time. If approved, Masso’s bill will give operators only a limited advertising options to play around with, which in turn may or may not encourage smarter marketing.
Gambling orders in MORENA’s court
Preparing to host the World Cup 2026 as the biggest sporting event, the MORENA government was forced to admit that betting integrity liabilities were clearly visible under the near-century old Federal Gaming and Lottery Law of 1947.
The interior agency of SEGOB began working groups to review submissions to overhaul Mexico’s federal gambling laws. Yet the initiative was interrupted as President Claudia Sheinbaum initiated negotiations on the new tax plan.
In the budget plan for 2026, the MORENA government approved an increase to the Special Tax on Production and Services for gambling from 30% to 50% of gaming turnover. The aggressive hike forms as part of a broader suite of so-called “sin taxes on alcohol, tobacco, gambling and high sugar foods”.
As it stands, MORENA cites that it will present a new bill to replace the 1947 statute by World Cup 2026 for congressional consideration – yet no update has been provided in 2026 thus far.
Lawmakers in Mexico are considering proposals to tighten rules around gambling advertising during the FIFA World Cup 2026, with calls to prohibit advertising throughout the tournament. The directive is led by Jericó Abramo Masso, Member of the Mexican Chamber of Deputies, who has drafted a bill which would severely limit operators’ flexibility around advertising, specifically