Brazil expands regulatory audit on betting advertising
Brazil's National Consumer Secretariat (Senacon) has significantly expanded the scope of its review of sports betting advertising during the 2026 World Cup broadcasts. Following the preliminary investigation opened against CazéTV, the agency has formally notified Globo, SBT, N Sports, and Amazon to report on how they manage these types of advertising campaigns.
The measure comes as a result of the preliminary investigation against CazéTV for alleged abusive advertising by betting operators during the tournament's coverage. According to Daniel Carnaúba, Senacon's General Coordinator of Market Studies and Monitoring, that case prompted the decision to extend the analysis to the rest of the broadcasters that aired the World Cup. Unlike the procedure opened against CazéTV, which could lead to a sanctioning process, the notifications sent to the other companies are part of a broader market monitoring effort.
The four companies have ten days to respond to a twelve-point questionnaire related to the contracting, production, and dissemination of sports betting advertising. Among other aspects, the agency requires information on the degree of involvement of broadcasters in the creation, editing, or approval of betting advertisements, internal legal review and compliance procedures, and policies applied to ensure the separation between editorial content and advertising content.
The questionnaire also requests details on the formats used during sports broadcasts, including the display of real-time odds, QR codes, promotions linked to game situations, actions carried out by narrators and commentators, and campaigns with public figures. Likewise, Senacon asked for information on measures implemented to prevent advertising from being directed at children, adolescents, or other vulnerable audiences, as well as actions aimed at promoting responsible gambling. According to Carnaúba, the monitoring's sole objective is not only to verify compliance with current regulations but also to identify possible regulatory gaps that could lead to recommendations for modifying existing regulations.
This Brazilian regulatory audit represents an important milestone in the supervision of the betting sector in Latin America, where regulatory bodies are intensifying their efforts to ensure that sports betting advertising complies with consumer protection standards. The expansion of the review to multiple broadcast channels reflects the recognition that monitoring advertising campaigns requires a systemic approach that encompasses all relevant actors in the sports content distribution chain.
Tags: Brazil regulation, betting advertising, television monitoring, 2026 World Cup, CazeTV Betting