Brazil: Online Casinos Receive Four Times More Criticism Than Sports Betting
Brazil.- 27 October 2026 | www.zonadeazar.com Research conducted by Fundação Getulio Vargas (FGV) has found that online casinos receive almost four times as many explicit expressions of criticism on social media as sports betting.
Led by Lilian Carvalho, Marketing Professor at FGV EAESP, the study analysed approximately 30,000 public mentions and conducted 26 in-depth interviews with Brazilian bettors.
The findings were announced in connection with the 1st Betting Brasil Studies Observatory, held in São Paulo on 26 October 2026.
The research highlights substantial differences in how consumers perceive the two gambling categories and contributes new evidence to Brazil’s regulatory debate.
Brazilians Perceive Two Distinct Activities
One of the study’s main findings concerns the distinction consumers make between sports betting and online casino gaming.
According to the research:
- Sports betting: is primarily associated with knowledge, strategy and self-control.
- Online casinos: are associated with chance, addiction and financial losses.
- Online slots: are among the products linked to perceptions of greater vulnerability.
These differences emerged in both the interviews and the spontaneous social media conversations examined.
The findings describe consumer perceptions, rather than providing a direct clinical comparison of gambling-related harm between the two activities.
A Moral Boundary Between Gambling Categories
Lilian Carvalho explained that Brazilian bettors establish a moral boundary between sports betting and online casino gaming.
Participants frequently describe their own betting behaviour as controlled and based on personal knowledge or strategy.
By contrast, they tend to associate the most serious gambling-related consequences with other people’s behaviour.
According to the researcher, this distinction may make it more difficult for individuals to recognise their own potential risk factors.
Operators Combine Products That Consumers View Differently
The research also examined search behaviour associated with a major betting operator.
The findings identified a contradiction between consumer perceptions and industry marketing strategies.
While customers distinguish sports betting from online casinos, many operators and affiliates offer both products under the same brand identity.
Carvalho argues that understanding this distinction is essential when designing consumer protection policies tailored to different gambling behaviours.
Advertising and Gambling Harm: What Research Shows
The Brazilian research was accompanied by a review of international scientific literature examining gambling advertising and gambling-related disorders.
Studies considered included:
- Norway: a 2022 study involving 5,830 bettors found stronger advertising effects among participants classified as higher risk.
- Sweden: the longitudinal Swelogs study found that approximately 2% of participants reported repeated negative effects associated with gambling advertising.
- International review: a 2021 review of 91 studies identified more consistent associations between gambling marketing and negative outcomes among vulnerable players.
Carvalho argued that advertising can intensify existing vulnerabilities and that its effects are not uniform across all consumers.
However, the relationship between gambling advertising and gambling-related disorders is complex and cannot be attributed to a single factor.
Distinguishing Risk Indicators from Clinical Diagnosis
Another important element of the analysis concerns the difference between identifying gambling-related risk and diagnosing a clinical disorder.
The researcher explained that tools such as the Problem Gambling Severity Index (PGSI) can identify behaviours associated with possible gambling problems.
However, these indicators do not automatically constitute a clinical diagnosis.
Scientific literature also identifies factors including impulsivity, family history, mental health conditions and personal experiences.
Carvalho therefore emphasised the importance of evidence-based prevention strategies tailored to different risk groups.
Research Contributes to Brazil’s Regulatory Debate
The findings are particularly relevant to discussions surrounding Provisional Measure No. 1,394/2026, which introduces restrictions on fixed-odds betting activities and advertising in Brazil.
Carvalho questioned regulatory approaches that treat gambling products and consumers as homogeneous categories.
She argued that policymakers should consider behavioural differences and the factors that increase vulnerability among certain groups.
This perspective does not eliminate the need for safeguards, but raises questions about which measures are most effective in preventing gambling-related harm.
Presentation at the Betting Brasil Observatory
The findings formed part of the programme for the 1st Betting Brasil Studies Observatory, organised by the Brazilian Association for Economic Freedom (ABLE) at FGV EAESP.
The event brought together academics, legal experts and industry representatives to examine the sector’s economic model, consumer behaviour and the consequences of gambling regulation.
Carvalho’s presentation focused on the relationship between advertising, scientific evidence and gambling-related disorders.
Industry Impact
The study provides relevant information about how Brazilian consumers interpret the risks associated with different gambling products.
For operators, the findings highlight the importance of evaluating marketing strategies, advertising communications and safer gambling tools according to the characteristics of each product category.
From a regulatory perspective, the research supports further discussion of consumer protection, evidence-based prevention and differentiated policies for different player profiles.
Editó: @fonta
