Brazil announces new measures to limit betting advertising
The Brazilian federal government has announced that it will adopt stricter restrictions on the advertising of online betting platforms, as confirmed by interim Finance Minister Dário Durigan on June 29. The measure represents an escalation in the regulatory initiatives that the Brazilian Executive has been incrementally implementing over recent months, responding to political pressures regarding the social impacts of online gambling in Brazil, which moved over $4 billion in 2025.
The new restrictions aim to reduce the exposure of the Brazilian population, especially minors, to advertising messages from betting operators. According to reports from the Ministry of Finance, changes are being evaluated in the rules governing where and when sportsbook advertisements can be broadcast, with particular emphasis on protected time slots and digital platforms where there is a higher probability of reaching young audiences.
This initiative joins other measures that the Government has recently implemented, including the automatic blocking of access to betting platforms for users enrolled in debt relief programs such as Novo Desenrola, and the centralized control of deposits through a system of joint limits that verifies in real-time the total amount of money deposited by a user across all authorized platforms simultaneously.
Durigan reaffirmed that the federal administration will continue to adopt initiatives aimed at reducing both advertising exposure and access to online gambling among vulnerable populations, albeit without completely closing the regulated market. The Government maintains a dual position that seeks to capture tax revenues from the sector while implementing controls over consumption behaviors it considers potentially harmful.
In the Latin American context, the Brazilian announcement of new advertising restrictions reflects a growing trend among governments in the region towards adopting paternalistic measures regarding online gaming. Other countries such as Colombia, Peru, and Argentina are evaluating similar advertising restrictions, creating a more restrictive regulatory pattern than that adopted by European jurisdictions, where operators maintain significant breadth in marketing and communication channels with consumers.
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