New Campaign Strengthens Consumer Protection in Portugal's Gambling Market

Authorities Unite Against Illegal Gambling

The campaign was officially presented on Monday, June 8, at the DGC headquarters in Lisbon, with representatives from several public bodies involved in consumer protection and market oversight. Opening remarks were delivered by the Director-General for Consumer Affairs, followed by the campaign’s objectives presented by the DGC communication team. Contributions also came from Luís Lourenço, Inspector-General of ASAE, and Teresa Monteiro, Vice-President of Turismo de Portugal and head of the SRIJ.

Closing the session, Minister of Economy and Territorial Cohesion Manuel Castro Almeida highlighted the importance of cooperation among public institutions in addressing the evolving risks of the digital environment. He stressed that the growth of online platforms requires increasingly coordinated responses to protect consumers and combat illegal activities operating outside Portugal’s regulatory framework.

Campaign Aims to Strengthen the Regulated Market

The campaign’s main goal strengthens awareness about the dangers of illegal gambling advertising and offers, particularly across digital media and social networks where unlicensed operators often capture users’ attention. Beyond financial and security risks, the initiative encourages more conscious choices, guiding consumers toward authorized platforms under Portugal’s regulatory supervision.

For the regulated sector, the campaign also represents an opportunity to reinforce the distinction between licensed operators and illegal offers, contributing to market integrity and player protection. Building consumer trust strengthens the strategic element for the sustainable development of Portugal’s gaming industry.

Digital Expansion Increases Oversight Challenges

The rapid growth of online gambling has transformed Portugal’s betting and gaming market, creating opportunities for licensed operators but also expanding the presence of unregulated sites and promotional campaigns. In this context, collaboration among regulators, enforcement authorities, and criminal investigation forces has become essential to combat illegal gambling and minimize risks linked to unauthorized platforms.

The campaign “Not everything you see is safe play” will be promoted through the digital channels of partner institutions, aiming to reach a wide audience and reinforce the message that not all gambling offers available online meet Portugal’s legal and safety standards.

SRIJ Highlights Portugal’s Commitment to Safe Play

The involvement of SRIJ underscores Portugal’s priority in promoting a safe and responsible gaming environment. The regulator has intensified monitoring, enforcement, and awareness efforts to combat illegal offers and strengthen consumer confidence in the regulated market.

With this new campaign, Portugal seeks to improve player literacy, highlight existing protection mechanisms, and consolidate a safer gaming ecosystem. The initiative comes at a time when the digitalization of the sector continues to challenge regulators worldwide, making institutional cooperation increasingly vital for consumer protection and industry sustainability.