Tighter ad controls

Portugal is moving towards a more rigorous and mature gambling communication model. The goal is a restrained tone, transparent conditions, protection of minors and vulnerable groups, as well as reducing social harm. For operators, this means: less aggression and FOMO, more transparency and RG-by-design. Below is what this means in practice for brands, media, affiliates and sports partnerships.

1) Key principles of the new advertising logic

First of all, responsibility: advertising should not represent the game as a way to make money, solve debts or "social elevator."

Availability of information: bonus terms are shown before click - large and clear (vager, games contribution, bet/time limits, validity period).

Pressure limit: No aggressive timers, "last chance right now," messages that encourage uninterrupted play.

Age protection: strict age-gating (18 +), no targeting of minors or environments where their proportion is potentially high.

Content balance: be sure to include signals of responsible play (limits, self-exclusion), links to help.

2) Channels and formats: what changes

Television/Radio/UN

Narrowing time windows, banning near schools/children's facilities, discreet visual without glorifying winning.

Digital (social networks, search advertising, programmer)

Hard lists of exceptions (minus audiences), mandatory age filters of the platform, whitelists of sites.

Auto-rejection of "risky" creatives: promises of easy money, unrealistic before/after cases, no-loss language.

Influencers and streamers

Only 18 + are allowed, without youth style/meme code, without "personal promises" of winnings; integration with prominent advertising labeling and RG disclaimers.

Affiliates

Full responsibility for the creativity and landing of partners: the operator is obliged to control the wording, bonus tables and collection of consents; prohibition of "clickbait" stimulation.

3) Bonuses and promos: the new "honesty on the first screen"

Required fields next to the activation button:

1. Wagering (for example, x30) and the contribution of games to the game.

2. Wagering limit and maximum bonus winnings.

3. Date/time, time zone.

4. More link - leads to a short, readable rules card, not a 20-page PDF.

Forbidden formulas: "no conditions," "free money," "win guaranteed."

4) Sponsorship of sports and events

Allowed with reservations: no children's uniforms, no visual brand dominance in children's areas, in junior tournaments and schools.

In match days - communication to an adult audience: neutral tone, mandatory RG markers; activity with fan zones - without encouraging "here and now betting."

5) Content standard: what a "white" creative should look like

Permitted tone

Calm, informative, without emphasis on easy profit.

Disciplining phrases: "Play with limits," "Only 18 +," "Need a pause? Self-exclusion is available in 1 click."

Visual learner

No money, wads of cash, luxury/" successful success "; neutral scenes (interface, match calendar, information blocks).

Example of a valid message

💡 "Live Center for League Matches. Legal game 18 +. Deposit limits and self-exclusion are available in the profile. Bonus: x25, 100% slot contribution, until 23:59 15. 11.»

6) Data and targeting: what marketing will need

Age-gating + audience verification (lookalike on 18 +), student exclusion and adolescent interests.

Risk category card: night windows, frequent deposits → pressure reduction, disconnection of personal offers.

GDPR practices: minimizing personal data, explainability of algorithms, fast opt-out.

7) Operator internal processes

Pre-flight compliance: check cards for each creative (tone, visual, bonus fields, RG block).

Affiliate accounting: domain registry, regular "mystery shopping," landing day.

Team training: marketing, CRM, PR and support undergo regular trainings on the "language of responsibility."

Quick reaction: SLAs to remove controversial creative/edit terms are hours, not days.

8) How will this affect metrics

Short attention cycle: CTR may decline, but traffic quality and long-term LTV will increase.

Fewer impulse registrations, more conscious onboarding (KYC preparation, selection of limits).

Reduced complaints and chargeback → savings on support and anti-fraud, increased confidence of payment partners.

9) Risks and sanctions

Fines, orders to withdraw campaigns, channel/time limits, suspension of promotions.

Reputational costs: negative press, loss of sports/media partnerships.

Strengthening monitoring of domains and offers of affiliates: the risk of "collective responsibility" for contractors.

10) Compliance checklists

Marketing

18 + and RG disclaimers are visible.

[There is] no "quick money," "no loss," "no conditions."

Bonus terms: vager, contribution, limits, term - next to CTA.
Creative without money/luxury/youth aesthetics.
All boarding - with a short clear rule card.

Legal Department

Pre-approval of all campaigns and affiliate landings.
Quick recall procedures for controversial ads.
Contracts with influencers: 18 +, prohibitions on promises of winnings, disclaimer templates.
Consent logs and age-gating evidence.

CRM/Product

Limits/self-exclusion - in 1-2 taps.
Reality check and reminders - enabled by default.
Push logic: without night FOMO-offers, tone - informing, not pushing.

11) Implementation Roadmap (90 days)

Weeks 1-2: audit of all creatives and planting; tone/visual guide; "short bonus card" as a UI component.

Weeks 3-6: age-gating in all channels; control of affiliates; updating contracts with influencers.

Weeks 7-10: Team Training; A/B "honest bonus card" tests; reporting on RG metrics in marketing dashboards.

Weeks 11-13: stress test for peak events (derby/European cups), audit of the incident log, adjustments.

12) What matters to the player

Recognizable. pt-licenses, neat tone, clear bonus conditions - signs of "white" advertising.

The ability to set limits before the first deposit, the presence of self-exclusion, transparent withdrawal deadlines are trust factors.

If the advertisement promises easy money or "no conditions" - this is a red flag. Choose licensed operators and play with limits.

Bottom line: Tighter ad control does not "narrow the market," but helps it grow up: it makes communications honest, reduces social costs and strengthens the trust of players, payment partners and society. Those who build transparency, responsibility and a restrained tone into marketing and product first will have a sustainable advantage in Portugal on the horizon 2025-2030.