Brazil debates bill that would ban betting advertising
The Brazilian Chamber of Deputies is analyzing a legislative proposal that seeks to significantly tighten the rules for fixed-odds betting promotion in the country. Bill 2,989/2026, introduced by Congresswoman Dandara, proposes substantial modifications to Law 14,790/2023, which established the current regulatory framework for the sector.
The initiative proposes prohibiting advertising by betting operators on television, radio, the internet, social media, digital platforms, podcasts, and streaming services. It would also restrict promotional actions carried out by influencers, athletes, artists, and celebrities, as well as sponsored content, affiliate programs, and other forms of marketing linked to industry brands.
The bill goes further on sponsorship agreements by preventing the presence of betting brands on sports uniforms, stadiums, sports venues, competitions, and event broadcasts. Additionally, it would prohibit naming rights contracts associated with market operators. Regarding user acquisition strategies, companies would be prevented from offering welcome bonuses, refunds, promotional credits, free spins, or other incentives aimed at attracting or retaining bettors.
In the justification for the project, the congresswoman argues that the current regulation has failed to contain the impact of the expansion of betting in society. She contends that industry advertising often associates the activity with ideas of economic success, quick enrichment, and entertainment, contributing to the normalization of gambling among broad sectors of the population.
The project would only allow strictly informative communications such as notices about operating rules, warnings about activity risks, responsible gambling messages, and self-exclusion mechanisms, provided they do not include promotional elements. The sanctions regime includes fines, campaign suspension, content removal, temporary suspension of operations, and license revocation in serious cases. A transition period of 180 days is contemplated to adapt existing contracts.
Tags: Brazil, betting legislation, Brazil regulation, online advertising