Mexican legislators are debating a draft bill that would strictly confine gambling ads to late-night television hours, a move aimed at protecting minors ahead of the 2026 FIFA World Cup.
The proposal, spearheaded by Jericó Abramo Masso, suggests that gambling ads during the 2026 FIFA World Cup should only be permitted between 10:30 PM and 6:00 AM.
Protecting Minor Audiences During World Cup Frenzy
The bill is driven by growing parental concerns over “quick wealth” messaging woven into family-friendly sports coverage. With Mexico City set to host the opening match of the 2026 World Cup on June 11, lawmakers are racing to establish clear boundaries before marketing spend peaks.
Abramo Masso stated that current rules around responsible gambling messaging, vetted by the Secretariat of the Interior, do not go far enough in restricting when children are exposed to these promotions.
Market Pressures and Regulatory Tightening
The advertising crackdown lands amid a broader fiscal squeeze by the MORENA government. Mexico’s 2026 fiscal plan recently hiked the gambling tax rate within the IEPS framework from 30% to 50% on turnover, significantly impacting operator margins months before the world’s largest sporting event. The measure is currently awaiting committee handling in the Chamber of Deputies.
