Brazil Sets 5 October Deadline to Remove Betting Advertising
Brazil.- 29 September 2026 | www.zonadeazar.com Businesses connected with Brazil’s betting market have until 5 October 2026 to remove advertising, marketing material and sponsorship branding from both physical and digital channels.
The obligation forms part of Provisional Measure 1,394/2026, published on 25 September, which prohibited the operation, offer, intermediation and advertising of fixed-odds betting in Brazil.
Ten-Day Transition
Article 16 of the measure provides a ten-day period for existing advertising and sponsorship material to be removed.
That deadline expires on 5 October.
Material remaining afterwards may become subject to the sanctions established under the new regime.
Scope of the Ban
The prohibition covers content that offers, promotes, publicises or facilitates access to fixed-odds betting when directed at Brazilian audiences.
It includes:
- Physical advertising.
- Digital campaigns.
- Social media.
- Sponsorship.
- Stadium signage.
- Promotional material.
- Betting branding on sports shirts.
The restriction applies regardless of advertising format or payment structure.
Football Shirt Sponsorship
Sports sponsorship is among the most visible areas affected.
Betting brands remained visible during the final weekend of September because the transition period had not yet expired.
During the Corinthians-São Paulo Brasileirão Feminino match, Esportes da Sorte and Superbet continued to appear as the clubs’ principal shirt sponsors.
Physical Advertising
Clubs, stadiums, event organisers and other commercial partners will need to review boards, banners, backdrops, signs and other physical assets carrying betting branding.
The transition period allows existing material to be removed before the deadline.
Digital Advertising
The same requirement applies online.
Websites, social media, platforms and other digital channels must remove promotional material covered by the ban.
Internet application providers also have duties to prevent prohibited content from circulating and to act on regulatory notifications.
Exception for Historic Content
The measure provides an exception for content published before the prohibition where betting advertising appears only incidentally.
This may apply to archived news, audiovisual material and other historic content where the brand is not the principal purpose of the publication.
Abusive Advertising
Breaches can be treated as abusive advertising under Brazil’s Consumer Protection Code.
Authorities can impose administrative sanctions and order the precautionary suspension of relevant content.
Consumer protection bodies will be responsible for enforcement within their respective powers.
Digital Platform Responsibility
Application providers have also been given a duty of care.
They must take measures to prevent and limit the circulation of prohibited betting promotion, including third-party content.
Potential sanctions include warnings, financial penalties and, in specified circumstances, suspension or prohibition of activities.
Platforms to Close
The advertising deadline is immediately followed by the operational shutdown.
From 6 October, betting operators must make websites and applications used to provide fixed-odds betting unavailable.
Customers can voluntarily withdraw remaining balances until 5 October.
Industry Context
The requirement creates an immediate change across Brazil’s betting-related commercial ecosystem.
Betting companies had developed extensive visibility across football, media, online marketing and influencer activity.
The removal therefore affects operators as well as sports clubs, agencies, media companies and digital platforms.
Next Steps or Impact
Companies and commercial partners must complete their review of physical and digital advertising by 5 October.
The following day, 6 October, marks the next stage as betting websites and applications are required to go offline.
Brazilian sport will face a particularly rapid adjustment because betting brands had become deeply integrated into sponsorship inventories.
Digital platforms will also take on a significant enforcement role as the Government moves from the transition period into full implementation of the advertising prohibition.
Editó: @fonta
