Brazil Tightens Betting Ads and Sponsorship Rules

On Wednesday, Brazil’s Science and Technology Committee (CCT) approved a proposal that would substantially restrict betting advertising and sponsorship while introducing a framework for assessing gambling products according to their potential for harm.

Bill 2.470/2026, presented by Senator Damares Alves and six other senators, amends legislation governing fixed-odds betting. Senator Alessandro Vieira issued a favourable opinion through a substitute text, which also received an urgency request for consideration by the Senate Plenary.

“This is a non-partisan initiative. It stems from society’s current understanding of the extent of the damage caused by so-called betting,” the rapporteur stated.

The committee’s decision followed a public hearing held on Tuesday, where government representatives and members of the betting industry offered differing views on the proposed restrictions.

Advertising Rules Would Cover Multiple Channels

The approved text would prohibit direct and indirect betting advertising across television, radio, print, outdoor media, streaming platforms, podcasts, social networks, websites and other internet services. Restrictions would also apply to SMS, email, notifications, telemarketing, algorithmically targeted advertising and behavioural profiling.

Promotional incentives would face similar treatment. Bonuses, free bets, cashback, free spins, promotional credits and loyalty schemes intended to encourage betting activity would be prohibited.

The proposal would also restrict sponsorship involving sports organisations, competitions, broadcasts and cultural or social activities. Brand exposure, naming rights, licensing arrangements and ambassador roles would fall within the ban, with existing sponsorship agreements receiving a 24-month adaptation or termination period.

New Safeguards For Betting Products And Users

The proposal would require betting products to undergo prior assessment by a competent federal executive body. Characteristics such as rapid results, repeated play, random outcomes, intermittent rewards and mechanisms encouraging users to chase losses would influence risk classification.

Products deemed excessively risky could not be offered. The text specifically identifies roulette, slot machines, collision games and simulated virtual sports among products that could fall into this category.

Operators would also face restrictions on marketing to vulnerable users. They could not use information from self-excluded customers or people who have requested marketing blocks to try to reactivate them. Permanent systems for age verification, self-exclusion and voluntary betting limits would remain required.

Credit-card betting and predictive systems designed to identify periods of heightened user vulnerability would also be prohibited.

Conar Expands Advertising Oversight

Separately, the Content Council of the National Council for Advertising Self-Regulation approved revisions to Annex “X” of Brazil’s advertising code and introduced a new framework for betting advertising.

The updated rules increase responsibilities across the advertising chain and strengthen measures against illegal operators. Mandatory warnings required under Ordinance SPA/MF No. 1,964/2026 must receive greater prominence.

Influencer and affiliate activity will receive closer monitoring, with plans for an accreditation programme covering influencers authorised to promote betting.

The advertising framework also establishes a checklist focused on children and teenagers. Campaigns using elements associated with young audiences, including anthropomorphised animals, face additional restrictions, while operators’ own channels should use age-screening measures.

The two regulatory developments place greater emphasis on controlling how betting reaches consumers, particularly minors and people considered vulnerable to gambling-related harm.

Source:

“Brazil Senate Committee approves restrictions on ads and betting sponsorship”, igamingbusiness.com, September 3, 2026