Brazil: Restriction on Betting Advertising

Brazil.- May 22, 2025 www.zonadeazar.com – The Sports Commission (CEsp) will resume next week the review of two bills regulating the advertising of sports betting companies in Brazil. Two proposals on the subject were on the agenda for Wednesday’s (21) meeting, but the vote was postponed after a request for review by Senator Jorge Kajuru (PSB-GO).

One of them is the bill that restricts the hours during which such advertisements can be broadcast (PL 2.985/2023). The original text, by Senator Styvenson Valentim (PSDB-RN), prohibited any communication action promoting sports betting lotteries. Senator Carlos Portinho (PL-RJ), in his substitute text, authorized advertising between 9 p.m. and 6 a.m. on radio and television, as well as briefly before and after live sports events, aiming to reduce exposure to children and teenagers. In the digital environment, advertising on social media and other platforms will be allowed only for authenticated users who are verifiably over 18 years old.

Portinho’s text also bans the use of the image, in advertising material, of active athletes, artists, communicators, influencers, public authorities or prominent public figures, as well as the participation of any person, animations or visuals aimed at children and adolescents.

According to the rapporteur, the measure seeks to prevent the influence of such figures or attractive elements from encouraging minors to engage in betting. The only exception is for the use of former athletes who retired from sports at least five years ago. He said he accepted a suggestion by Senator Romário (PL-RJ), who pointed out the financial struggles of many of these professionals.

Debate

Although he believes the report “does not harm” the stakeholders, Senator Jorge Kajuru said he still seeks some understanding with the rapporteur. He expressed concern for the financial condition of clubs and media outlets, which, according to him, rely on this type of funding.

— Everyone knows that I, Kajuru, defend my profession, journalism, in which I’ve lived and worked for 50 years on national networks, and I’m also concerned about the financial state of many football clubs in Brazil. But understand, Senator Portinho’s report only needs a talk between us, and there’s no reason to disagree. His report harms no one; it is not harmful to any profession or class.

Portinho stressed that although he opposes the authorization of any form of betting advertising, he recognizes that the activity has been legalized and therefore must be regulated. He acknowledged that voting is a collective effort and welcomed Senator Kajuru’s initiative to contribute to the final version.

However, he lamented that the sector itself, even after a year since the laws (Law 14.790/2023 and Law 13.756/2018) legalizing online betting were passed, has not implemented self-regulation. This, in his view, expanded advertising strategies that exploit player vulnerability and addiction.

He explained that the logic of the bill, in addition to avoiding ad proliferation among minors, is to give value to sponsorships by regulating advertising. For him, now is the time for all involved in the market — and lawmakers — to demonstrate social responsibility and approve the proposal.

— Betting, despite my vote and that of other colleagues, is now a legal activity in the country. So simply blocking or banning any ads isn’t the solution yet, but regulating it (…) What I wanted here was to set boundaries for this advertising. Because it’s overwhelming. I think it’s the only economic sector where we see “ambush marketing.”

Sérgio Petecão (PSD-AC) acknowledged the rapporteur’s efforts not to “radicalize” by banning all ads, but given the gravity of the issue, he considers a total ad ban might be necessary.

— We face a problem that must be closely monitored. My stance is very radical, but I hope that with these advances we can improve; if not, we’ll need harsher measures. It breaks your heart to hear the stories, and people are demanding action.

Senator Eduardo Girão (Novo-CE) shares the same view. He even advocates for Congress to vote on a bill that reverses the legalization of online gambling in Brazil. He highlighted that besides a large portion of Brazilians being addicted to gambling, sectors like sports — especially football — and media are “also addicted” due to the high financial input from betting houses.

Girão said he will seek to present amendments or even a substitute text to block the market’s expansion in Brazil.

— There are thousands of cases, and we’re all responsible (…) Evil must be uprooted. These betting houses, with all due respect, are a business model. But it’s our duty — it must be banned again. All mechanisms should be used. We’ve already asked Anatel whether it’s possible to block these sites and return Brazil to what it was before.

Leila Barros (PDT-DF), president of CEsp, said that Portinho’s substitute text demonstrates common sense and represents a good alternative for the common good.

— It’s worth reflecting, and those who complain should step out of their bubble and begin to see the world through another lens — above all, with a sense of collective responsibility. It’s not just social.

Other Restrictions

Also according to the substitute, during live broadcasts of sports events, the display of dynamic odds or real-time updated probabilities will be prohibited. Portinho explained this aims to curb impulsive betting during game progress.

Programs in any media format that promote or teach gambling practices will also be banned — he cited tutorials on YouTube as examples.

The new text also bans messages that present betting as a form of investment, source of extra income, or guaranteed financial return, “to prevent ads that distort the nature of gambling and may lead to financial harm.”

As with cigarette packs, the proposal requires clear and prominent warnings about gambling risks. In this case, the senator demands the message: “Betting causes addiction and harm to you and your family.” The bill also sets specific size and visibility requirements for different media.

Static or electronic advertising in stadiums and arenas will be prohibited, with exceptions for companies that hold naming rights for the competition, stadiums, or arenas through sponsorship, or that sponsor participating teams.

Sponsorship of sports teams will be allowed, including logos on uniforms and equipment, but it will be banned on uniforms of athletes under 18 years old. Sponsorship will also be allowed for sports, news, or cultural television programs.

Agência Senado (Reproduction authorized if cited)
Source: Agência Senado
Edited by: @_fonta www.zonadeazar.com