Brazil: Senate to Debate Bill Banning Betting Advertising and Sponsorships
Brazil.- 26 August 2026 | www.zonadeazar.com Senator Alessandro Vieira has requested a public hearing to discuss Bill 2,470/2026, which proposes a broad ban on fixed-odds betting advertising in Brazil.
The proposal would also prohibit sports sponsorships and introduce additional controls over the events and betting markets that licensed operators are permitted to offer.
Public Hearing in the Senate
Vieira is rapporteur for the proposal in the Senate’s Committee on Science, Technology, Innovation, Communication and Information Technology.
The bill is currently awaiting further consideration by the committee.
The senator wants the hearing to bring together government representatives, specialists, industry associations and organisations focused on public health and consumer protection.
Betting Advertising Ban
Bill 2,470/2026 proposes prohibiting advertising by betting operators.
The measure would have a broad impact on marketing strategies currently used by licensed platforms.
The text also expressly includes sponsorship agreements between betting companies and sports teams.
Impact on Sports Sponsorship
If approved in its current form, the bill could significantly reshape commercial relationships between betting operators and Brazilian sporting organisations.
Betting brands currently maintain extensive exposure across football and other sports through:
- Club sponsorships.
- Stadium advertising.
- Promotional activations.
- Commercial partnerships.
- Shirt branding and other sports assets.
The proposed prohibition could force clubs and operators to reconsider these revenue and marketing models.
New Risk Assessments
The bill goes beyond advertising restrictions.
It would also require operators to conduct risk assessments covering events and fixed-odds betting objects.
The ability to offer those markets would be subject to an additional review process.
New Powers for Ministry of Health
Under the proposal, betting markets would require prior approval from the Ministry of Health.
The ministry could also determine the suspension or prohibition of commercial betting on specific events.
This would introduce a new layer of oversight into the process used to determine which betting markets are available to consumers.
Proposed Participants
Alessandro Vieira has suggested inviting representatives from the Ministries of Health, Finance and Justice, alongside specialist organisations.
Proposed participants also include representatives from:
- Associação de Bets e Fantasy Sports.
- Instituto Brasileiro de Jogo Responsável.
- Confederação Nacional do Comércio de Bens, Serviços e Turismo.
- Instituto de Estudos para Políticas de Saúde.
- Data Privacy Brasil.
- Pan American Health Organization and World Health Organization.
The hearing would therefore bring together regulatory, health, commercial and consumer-protection perspectives.
Cross-Party Political Support
The bill is signed by senators from several different political groups.
Signatories include Damares Alves, Astronauta Marcos Pontes, Teresa Leitão, Hamilton Mourão, Humberto Costa, Izalci Lucas and Otto Alencar.
The group represents an unusual degree of cross-party convergence around stronger restrictions on betting.
Statements
Alessandro Vieira said the public hearing would allow lawmakers to assess the effectiveness and proportionality of restrictions on advertising and sponsorship.
He also wants the debate to examine appropriate criteria for identifying and protecting more vulnerable consumers.
Another key issue will be determining what scientific evidence should underpin the risk classification of different forms of gambling.
Vieira also highlighted the need to examine whether removing certain products from the regulated market could encourage customers to migrate to unlicensed platforms.
Consumer Protection and Illegal Market Debate
A central part of the discussion will be the balance between consumer protection and the sustainability of the regulated market.
Broader restrictions could reduce consumers’ exposure to betting advertising and products considered higher risk.
At the same time, industry representatives have warned that excessive restrictions on licensed operators could benefit offshore or illegal platforms that do not comply with Brazilian player-protection rules.
Industry Context
Brazil has operated a nationally regulated fixed-odds betting market since January 2025.
Advertising and sports sponsorship have since become major areas of political debate.
Congress is considering several proposals aimed at restricting promotions, strengthening warning messages and reducing exposure among minors and vulnerable groups.
Bill 2,470/2026 is among the most far-reaching initiatives because it proposes a general advertising and sponsorship ban.
Next Steps or Impact
Vieira’s request must still be approved by the Senate committee before the public hearing can be held.
If approved, government representatives, specialists and industry stakeholders will debate the proposal before the rapporteur determines his position on the bill.
Its progress will be particularly important for operators, sports clubs and advertisers because of the potential impact a broad advertising and sponsorship ban could have on the Brazilian betting market’s commercial model.
Editó: @fonta
