While it originally proposed a complete advertising ban, the final version opted for a more focused set of limitations targeting specific types of promotional content.
Under the approved bill, advertising of fixed-odds betting will face heavy restrictions across multiple media channels and marketing practices.
Direct ments, as well as those involving athletes, artists, influencers, communicators, or public figures, will be limited or prohibited.
The bill outlines several specific prohibitions, such as advertising during live sports broadcasts, promotions displaying updated odds during games, and ments in print media.
The legislation also prohibits sponsorship agreements between betting operators and referees, as well as the use of animated characters, mascots, or drawings in betting ads.
Additional restrictions include bans on push notifications, calls, or messages promoting gambling, along with any marketing materials containing sexist, misogynistic, or discriminatory content.
Ads that objectify the human body or associate gambling with gender stereotypes will also be banned. Furthermore, the bill restricts all forms of betting-related advertising in stadiums and sports facilities.
The bill’s age through the Senate represents a key step in the transformation of Brazil’s gambling industry. However, the legislation still requires approval from the Chamber of Deputies before it can be enacted into law.
Legislative grows as sports teams cry foul
Sen. Carlos Portinho voiced for the bill, noting that the betting sector had failed to self-regulate its advertising practices effectively following the legalisation of sports betting.He stated that while many companies included messages promoting responsible gambling, these efforts were inadequate in shielding vulnerable individuals from harm.
Sen. Styvenson Valentim, who authored the bill, emphasised the broader societal risks posed by unrestricted gambling ments.
He described a growing public health issue, citing individuals who suffer severe financial losses, mental health issues, and even suicide as a result of betting influenced by misleading ments.
The legislator also pointed out that marketing often features influencers or celebrities promoting a luxurious lifestyle, which misleads audiences into believing they can attain similar wealth through gambling.
Despite its approval in the Senate, the bill has met resistance from key stakeholders within Brazil’s sports ecosystem, particularly professional football clubs.
A group of top-tier teams issued a t statement through Games Magazine Brazil opposing the legislation.
They argued that the bill’s provisions amounted to a “prohibition disguised as a limitation” and warned that the sports sector could face financial damages amounting to as much as $285m.
The clubs expressed particular concern about a ban on brand exposure from operators through static signage in sporting venues, a critical revenue stream for many teams.
They emphasised that the financial impact would be severe not only for major football clubs but could also threaten the viability of smaller teams that rely heavily on sponsorship deals to stay operational.
