Brazil Expands Advertising Rules for Betting Industry
Brazil.– 28 July 2026 – www.zonadeazar.com Three federal ordinances reshape commercial communications within Brazil’s fixed-odds betting market. The new obligations apply to operators, media companies, digital platforms, social networks, influencers, affiliates and other parties involved in producing or distributing advertisements.
Overview
Brazil establishes a new framework for betting advertising through three federal ordinances published between 3 and 10 July 2026.
The regulatory package broadens responsibility beyond authorised betting operators. Its rules also apply to media outlets, application providers, digital platforms, social networks, influencers, affiliates and any individual or legal entity that produces, promotes, sponsors, publishes or amplifies betting advertisements.
The measures arrive during the World Cup, a period characterised by increased betting activity, extensive media coverage and a strong presence of betting brands across sponsorships and sports broadcasts.
Their purpose is to increase transparency, protect consumers, prevent the promotion of illegal operators and establish clearer boundaries between sports information and inducements to gamble.
The Three Ordinances Within the Package
Ordinance SPA/MF 1,964/2026, signed on 3 July by the Ministry of Finance’s Secretariat of Prizes and Betting, amends Ordinance SPA/MF 1,231/2024.
It introduces standardised warning statements and revokes provisions involving the free distribution of prizes through draws, gift vouchers or promotional competitions.
Interministerial Ordinance MF/SECOM/MJSP 73/2026, published on 10 July, establishes consumer protection obligations covering the entire advertising chain.
Its preparation involves the Ministry of Finance, the Presidency’s Social Communication Secretariat and the Ministry of Justice and Public Security.
The third measure is Ordinance GAB/SENACON 71/2026, also dated 10 July, which creates a working group to coordinate market supervision through the National Consumer Protection System.
Mandatory Warnings in Advertisements
From 17 July 2026, every betting advertisement must display one of three official warnings:
- “The Ministry of Finance warns: gambling can cause addiction.”
- “The Ministry of Finance warns: gambling makes you lose money.”
- “The Ministry of Finance warns: gambling is not an investment.”
The statement must be positioned horizontally, remain clear and legible and occupy at least 10% of the advertisement’s total length or size.
The change replaces a more general previous approach warning about addiction and gambling disorder while giving operators greater discretion to choose their wording.
Standardisation seeks to increase visibility, facilitate understanding and ensure that consumers receive comparable warnings regardless of the operator or communications channel.
Shared Responsibility Across the Advertising Chain
Interministerial Ordinance 73/2026 represents the broadest change because it distributes obligations among every party involved in commercial communications.
Applicable principles include transparency, good faith, responsible gambling, the protection of children and adolescents, support for vulnerable people, personal data protection and the safeguarding of mental and financial health.
Before publishing an advertisement, any party producing, promoting, sponsoring or boosting it must establish whether the betting company holds federal authorisation.
Verification requires collecting and retaining minimum advertiser information, including the company or trading name, CNPJ registration number and authorisation number.
These details must also appear clearly and accessibly within the advertisement’s interface.
The requirement seeks to prevent media outlets, influencers and platforms from claiming that they were unaware of the promoted operator’s legal status.
Prohibited Advertising Practices
The rules prohibit the promotion of unauthorised businesses, the display of their branding and the inclusion of links, coupons, QR codes or other mechanisms directing customers towards illegal channels.
They also restrict predictions and betting tips that, because of their similarity to editorial content, may encourage audiences to gamble on a particular event or market.
This provision responds to concerns surrounding sports broadcasts that combine commentary and editorial information with commercial betting promotions.
Advertisements cannot suggest easy profits or associate betting with personal or financial success, including through celebrities or public figures.
They must not present gambling as a source of income, an alternative to employment or a method for recovering previous losses.
Calls to action encouraging excessive or impulsive behaviour, the display of winning bets in monetary form and content directed towards children or adolescents are also prohibited.
Protection of Minors on Digital Platforms
All betting advertising directed towards minors is classified as abusive.
Application stores must prevent accounts belonging to children and adolescents from accessing betting applications.
Social networks must also prevent this audience from receiving advertisements connected with gambling.
The obligation requires age identification, targeting and control systems capable of reducing minors’ exposure.
Platforms and advertisers must additionally avoid imagery, characters, language or formats with particular appeal to children and adolescents.
Coordinated Supervision and Sanctions
Ordinance GAB/SENACON 71/2026 creates a working group comprising SENACON, PROCONs Brasil, the Consumer Public Prosecutor’s Office, the National Council of Public Defenders-General and the Public Prosecutor’s Office for the Federal District and Territories.
The group must prepare a technical assessment of consumer relationships, formulate enforcement protocols and produce a final report containing guidelines.
Its initial term is 90 days, extendable for an equivalent period, with ordinary meetings every two weeks.
Infringements may be investigated independently by SENACON under consumer protection law and by the Secretariat of Prizes and Betting.
Sanctions can include the suspension or cancellation of the infringing party’s registration in the National Register of Advertising Distribution Agents.
Fines can reach R$14 million in SENACON proceedings and up to R$2 billion in cases handled by the Secretariat of Prizes and Betting.
Industry Context
The regulatory package applies to a market that, according to cited Central Bank data, processed between R$18 billion and R$21 billion per month during 2024.
Approximately 24 million individuals made PIX transfers to betting companies during that period.
ANJL supports the new requirements and considers that campaigns breaching existing regulation damage the image of the entire sector.
However, the association warns that obligations imposed on authorised businesses must be accompanied by stronger enforcement against illegal platforms.
According to figures attributed to the Ministry of Finance, irregular operators continue to represent 51% of the market.
Licensed businesses pay taxes and meet compliance costs while competing against operators that do not observe the same requirements.
Next Steps and Industry Impact
The principal challenge will be applying the rules in a balanced way across operators, media organisations, influencers, affiliates, platforms and social networks.
Companies must review contracts, creative materials, approval systems, advertiser verification and audience targeting.
For media organisations and content creators, the requirement to confirm authorisation in advance changes the everyday management of betting campaigns.
Consumer protection also depends on effective action against illegal operators that do not satisfy tax, advertising or prevention requirements.
The balance between responsible communication, protection for vulnerable groups and the competitive viability of the authorised market will be decisive for the Brazilian industry’s consolidation.
🔗 Editó: @_fonta www.zonadeazar.com
