Brazil introduces stricter rules for betting advertising

Brazil’s betting sector has entered a new regulatory phase as updated advertising requirements take effect on 17 July. The rules expand legal responsibility across the promotional chain and introduce new obligations for companies involved in betting marketing.

Advertising agencies, influencers, traffic specialists and media companies must now verify that betting operators hold valid authorisation before launching campaigns. All participants must consult the official list from the Secretariat of Prizes and Betting (SPA) to confirm an operator’s status.

The changes follow criticism during 2026 World Cup broadcasts over the amount of betting advertising shown during matches.

New Requirements Reshape Betting Promotions

SPA/MF Ordinance No. 1,964 requires betting advertisements to include responsible gambling warnings. Promotional materials must also provide the operator’s authorisation number, Corporate Taxpayer Registration Number (CNPJ) and registered company name, with these details collected, stored and made available to consumers.

Marketing language faces tighter controls as well. Advertisements cannot create urgency, highlight previous betting success or describe wagering as an investment opportunity.

Sports broadcasts must also maintain a clear separation between editorial coverage and commercial promotion. Commentators and presenters are prohibited from recommending betting platforms or suggesting wagers during match analysis.

Companies that breach the rules may face licence suspension for up to 180 days, loss of operating authorisation and fines of up to 20% of annual revenue. Promotional partners may also face penalties under Brazil’s Consumer Protection Code.

Authorities Increase Focus On Illegal Operators

The new measures are part of efforts to strengthen oversight of Brazil’s betting market and limit unauthorised activity.

LCA Consultoria estimates that illegal operators represent between 41% and 51% of the national market, generating around 39 billion reais in betting volume. The regulated sector currently includes 85 authorised companies operating 187 websites, while more than 25,000 illegal domains have been removed over the past year.

Matheus Bastos, an analyst at B2B network Matching Visions Brasil, said the requirement for advertisers to verify operators gives legal weight to an existing industry practice.

“It has always been good business practice that anyone who promotes a company knows what they are promoting and that is what is now enshrined in law,” he said. “The difference is that there are now consequences for those who don’t do that verification.”

Bastos said agencies will need to integrate compliance checks into their daily processes.

“In essence, what this ordinance does is separate out the market that became professional, from the market that was still reliant on informality,” he said.

Discussing the impact of the World Cup period, he added: “The World Cup magnifies everything; mistakes, too, and no one is better prepared for this time than everyone is. The bar has been raised for everybody, at the same time, and those who did prepare in advance will go through this period with less disruption.”

The updated framework increases accountability for all parties involved in betting promotion as Brazil continues developing its regulated gambling market.

Source:

"New advertising rules for betting companies come into effect this Friday (17)", igamingbrazil.com, July 16, 2026