Ecuador’s President Daniel Noboa has made a significant decision by lifting the ban on sports betting advertising in the country. This ban, which had been in effect since 2023, was a controversial move that had particularly impacted sports organizations like the Ecuadorian Professional Soccer League (LigaPro), as they were denied a valuable revenue stream from advertisements.
President Noboa, who assumed office in January and is known for his pro-business stance, decided to overturn the ban, breaking away from the global trend of implementing stricter regulations on gambling advertising. This decision comes at a time when countries like Australia are grappling with the issue ahead of their upcoming election, and Premier League soccer clubs in the UK are voluntarily phasing out gambling shirt sponsorships.
The lifting of the advertising ban is part of a broader shift in Ecuador’s approach to gambling. Since a 2011 referendum banned gambling in the country, a grey market has emerged to cater to the demand. While Ecuador is still working towards establishing a fully licensed and regulated gambling market, steps have been taken in that direction. Earlier this year, a system was put in place requiring operators to register with Ecuador’s revenue services and pay taxes on their earnings.
President Noboa is expected to continue moving towards legalization, although there is significant opposition within Ecuador. Earlier in the year, he had also considered legalizing casinos, but this idea was ultimately withdrawn. The decision to lift the advertising ban is seen as a positive step towards creating a more transparent and regulated gambling industry in Ecuador.