Brazil tightens betting advertising rules from July
Brazil's Ministry of Finance, in coordination with the Ministry of Justice and Public Security, announced new rules for online gambling advertising that will come into effect on July 17. Companies in the sector will have an additional week to adapt their campaigns and promotional materials to the new requirements.
Among the main changes is the obligation to include three official warnings from the Ministry of Finance in all advertising: that betting can lead to financial loss, that betting can cause addiction, and that betting is not an investment. The government aims to align the commercial communication of the sector with that of other products that involve risks to health or personal finances. The provisions also prohibit presenting betting as a way to earn income, an investment, or a solution to economic problems, and forbid messages that create a sense of urgency, the display of winning histories, and any resource that induces the belief that success in gambling is easy or guaranteed.
Another key aspect of the reform is the limitation of the role of commentators, narrators, and influencers. With the entry into force of the rules, these actors will not be able to suggest specific bets or use their prestige or supposed technical authority to guide user behavior during sports broadcasts, specialized programs, or digital content. According to Minister Dario Durigan, the objective is to prevent recommendations with a technical appearance from encouraging greater indebtedness and excessive participation in gambling.
The sanctioning regime will also be stricter. Operators who violate the rules may face fines of up to 20 percent of their turnover, suspension of activities for up to 180 days, and, in cases of serious recidivism, the definitive loss of their license. In addition, media and platforms that disseminate irregular advertising or advertising from unauthorized operators may be sanctioned with fines of up to 14 million reais, approximately 2.72 million dollars, in accordance with consumer protection legislation.
The measures are part of a broader offensive against the illegal market. The government reported that it has already blocked more than 54,000 irregular betting sites and nearly a thousand influencer profiles, in addition to notifying 37 fintechs suspected of facilitating transactions for 160 unauthorized operators. These entities must cease these links or may be considered co-responsible for illicit operations.
The National Association of Games and Lotteries expressed its support for the new framework and advocated for the rigorous compliance with the rules by companies authorized and supervised by the Secretariat of Prizes and Bets. The entity maintained, however, that the success of the measures will depend on sustained strengthening of oversight and the fight against advertising from illegal platforms, which operate without authorization, do not pay taxes, and lack effective mechanisms to prevent money laundering, access by minors, and compulsive gambling. In its opinion, a sustainable market requires clear rules and uniform application for all actors.
Tags: Brazil's Ministry of Finance, Dario Durigan, gambling advertising in Brazil, National Association of Games and Lotteries