Brazil considers total ban on digital ads for fixed-odds betting
The Brazilian legislative landscape is at a point of maximum tension following the presentation of Bill 1172/2026, an initiative that seeks to veto any form of digital commercial communication for the betting sector. The proposal, led by congresswoman Tabata Amaral, aims to amend the current Law 14.790/2023 to establish an absolute prohibition of advertising, whether direct or indirect, in the internet ecosystem. If this measure prospers, operators would face a digital wall that would encompass everything from social media and applications to video platforms and third-party websites.
The initiative comes amidst a wave of restrictive proposals that have gained traction in the Brazilian Congress in recent weeks. According to the text of the project, the primary objective is to safeguard public health and protect the most vulnerable groups, especially minors. The advancement of this project would represent a structural paradigm shift for companies in the sector, which today base a large part of their user acquisition strategy on performance marketing and segmented advertising.
Severe restrictions on performance marketing and organic traffic
One of the most disruptive points of the project is the express prohibition of any paid content promotion. In practice, this would mean the end of sponsored ad campaigns and performance marketing strategies in search engines and social media. According to the proposal:
- Operators would be limited almost exclusively to organic traffic to interact with their audience.
- Only the communication of services through the companies' own digital channels, such as their official profiles or institutional websites, would be allowed.
- Any message on these channels must mandatorily include warnings about the risks of gambling and content focused on preventing problem gambling.
- Any type of content that, due to its aesthetics or message, could be attractive to children and adolescents is prohibited.
Public health versus the risk of the illegal market
Congresswoman Amaral justifies the severity of the measure by pointing to a "serious concern" about the impact of betting on the economic stability of Brazilian families. The document warns that massive advertising often presents gambling as a tool for rapid social advancement, which encourages addictive behaviors and excessive indebtedness.
However, this position does not have unanimous support within the state apparatus. The Secretariat of Prizes and Betting (SPA) of the Ministry of Finance has expressed its reservations, suggesting that a total advertising blackout could be counterproductive. The technical argument is that, without the possibility of promotion, users would have difficulty distinguishing between operators who comply with the law and those who operate clandestinely, which would end up strengthening the illegal market that offers no guarantees or consumer protection.
Tags: Brazil, Brazil gambling regulation, Brazil gambling advertising