Mexico is debating major changes to gambling advertising rules as it prepares to co-host the 2026 FIFA World Cup this summer.
Jericó Abramo Masso, a member of the Mexican Chamber of Deputies, has drafted a bill that would impose restrictions on gambling-related ads aired during sports event broadcasts on free and pay-for-TV. Masso proposed the measure in response to complaints by parents that gambling-related ads during sports programming provide “false narratives about gaining quick wealth.”
Masso also wants stricter advertising rules to combat gambling-related harm in Mexico. Mexico currently imposes rules that require problem gambling messaging in gambling-related ads. The ads, which require approval by the Secretariat of Interior, must also not include the promotion of excessive participation in gambling-related activity.
What could new advertising rules in Mexico look like?
Masso’s legislation aims to prevent minors from being exposed to gambling-related ads by imposing a curfew. The bill proposes only allowing TV ads from gambling brands between 10:30 pm and 6:00 am, allowing for less exposure to minors. The measure does not place any restrictions on the type of gambling-related ads allowed in Mexico, but imposes a strict standard for when the ads can be aired during sports contests.
Masso’s piece of legislation was referred to the Board of Directors of the Chamber of Deputies. If approved, the bill will head to Congress for final consideration.
Major operators in Mexico have noted that the nation’s gambling regulations have become very outdated, dating back more than 75 years.
“We believe it’s good to be regulated and to establish responsible gaming measures at the national level,” said Codere CEO Aviv Sher during SBC Digital Day – LATAM. “It’s such a large country that we need to update the regulations, which date back to 1948. We need a clearer picture.”
Mexico to kick off the World Cup
Masso’s call for stricter advertising rules for gambling comes as Mexico prepares to host 13 matches for the world’s most popular sports tournament. Mexico is hosting the matches across three cities, which include Mexico City, Guadalajara, and Monterrey. Masso hopes to have the bill move forward quickly as the World Cup starts on June 11 and the tournament’s first two matches will be played in Mexico.
It is unclear whether those World Cup plans will be affected by unrest in Mexico tied to the death of a cartel leader during a military operation. FIFA has yet to publicly comment on the situation.
Recent to Mexico’s gaming market
In addition to advertising changes, Mexico recently increased its tax rate for gambling.
Last year, Mexican Finance Minister Édgar Amador submitted a 2026 Economic Package that proposed a tax hike on products that can be considered detrimental to public health. The package raised the tax rate on gross gaming revenue in Mexico from 30% to 50% for both online and brick-and-mortar wagering. It gives Mexico one of the highest tax rates for regulated gaming markets in Latin and South America.
The increase adds to the 30% federal corporate income tax on annual net income that licensed operators in Mexico are already obligated to pay. Certain states and municipalities across Mexico also impose sales taxes that range between 4% and 6% on gambling winnings. Mexico also mandates a local consumption tax on gambling. The local consumption tax rate can reach up to 10%.
“This is a blow to the industry,” added Sher during the SBC event. “For [small operators], it is a death sentence, and that affects free competition in the market.”
Mexico’s tax rate increase, which received pushback from operators, went into effect on Jan. 1.
