Brazil: Sports Commission Approves Restrictions on Betting Advertising

Brazil – May 29, 2025 – www.zonadeazar.com Advertising for electronic betting, known as “bets,” may soon face restrictions. On Wednesday (28), the Sports Commission (CEsp) approved a bill establishing rules for advertising related to fixed-odds betting, also known as bets. Among these rules is the prohibition of using the image or participation of athletes, artists, broadcasters, influencers, or public figures in any communication, advertising, or marketing efforts broadcast on radio, television, social media, or the internet. Advertising time slots will also be restricted.

Bill PL 2.985/2023, proposed by Senator Styvenson Valentim (PSDB-RN), received a favorable opinion from Senator Carlos Portinho (PL-RJ) in the form of a substitute (alternative text). Since the Commission for Communication and Digital Law (CCDD), where the proposal would have had a conclusive vote, has not yet been established, senators advocated for the proposal to go directly to the Senate floor. If approved, it will move to the House of Representatives. This path was supported by CEsp Chair Senator Leila Barros (PDT-DF), who also committed to pushing the proposal forward with Senate President Davi Alcolumbre.

“It’s just a matter of […] requesting it and it will go to the floor for a vote,” said Leila.

The original bill aimed to amend Law 13.756 of 2018, which addresses how betting revenues are distributed, by completely banning this type of lottery advertisement in any media. However, Portinho’s version eliminates the total ban and instead introduces into Law 14.790 of 2023 — which regulates betting — a series of permissions and prohibitions for promoting fixed-odds betting. As a substitute, the text will still need a supplementary vote by the commission.

Gambling Epidemic

Portinho emphasized that one year after the regulation of the sports betting market, the industry has failed to self-regulate its advertising practices. He criticized the mere inclusion of a “slogan” in ads: “Play responsibly.”

According to him, in light of what he described as an epidemic of electronic gambling addiction in Brazil, the legislature must urgently establish rules on how such messages should reach the population, contributing to public health. He pointed out that his report specifically restricts advertising targeting youth and individuals with gambling addiction and also addresses sponsorships.

“After a year, our society is sick and addicted to betting. Football clubs have become addicted. Media outlets have become addicted to bets, ads, and the money involved. In light of this crisis, it’s our duty to regulate,” said Portinho. “The original bill from Senator Styvenson aimed to ban all betting advertisements. We’ve listened to various sectors — two public hearings contributed to the final version of this text,” he said.

Advertising in Stadiums

Portinho mentioned a letter signed by several football clubs, released on Tuesday (27), expressing concern over the potential ban on advertising boards in stadiums and arenas, which are directly linked to sponsorships.

He stated that the public supports such restrictions and many even advocate for the complete removal of betting advertisements from stadiums and team jerseys.

He read comments from citizens criticizing top clubs for being “complicit in an epidemic that is destroying families.”

Portinho said he preferred the original text with a total advertising ban but agreed to compromise to avoid legal uncertainty, given that betting is already authorized and regulated.

“I wanted to pass the full ban, and we would’ve had public support for that. It’s time to show some social responsibility,” he added.

“Firm Responses”

According to Senator Styvenson Valentim, despite changes to his original proposal, Portinho’s version offers “balance” and sends a “warning” for the industry and clubs to take greater social responsibility on what has become a public health issue.

He also stated that this is an attempt to regulate, and if there’s no improvement or accountability, Congress may respond with tougher measures, including revoking the authorization of online betting.

“You didn’t give me exactly what I wanted, but your report hits some of the intended goals. We’ll see how the market reacts. This might be their last chance. The public already sees how harmful this is. And football clubs shouldn’t try to influence fans against the Senate,” he said.

Amendments

During CEsp deliberations, Portinho partially accepted four amendments: one from Senator Romário (PL-RJ) and three from Senator Eduardo Girão (Novo-CE).

Girão, author of another bill banning all betting ads (PL 3.405/2023), compared gambling addiction to smoking and said advertising rules should be the same. He emphasized that betting addiction is leading families into debt, illness, and even suicide.

“Clubs are hooked on bets. But there was a time when they didn’t rely on this money. They had sponsors like banks and construction companies. Now they want easy betting money, which is destroying fans,” said Girão.

One of his amendments, ultimately rejected, proposed banning former athletes from participating in betting ads. An exception was included by Portinho at Romário’s request, allowing former athletes to appear in ads five years after retiring.

“I’m not doing this for personal gain,” said Romário, 1994 World Cup champion. “Some former players are wealthy, but many are struggling, and this could help them financially.”

🔴 Prohibited by the Substitute Bill:

  • Betting ads during live sports broadcasts.

  • Displaying dynamic odds or real-time updates during live games (except on official betting operator platforms).

  • Printed advertising materials.

  • Boosting content outside permitted hours, even if from official betting operator accounts.

  • Featuring any public figures (athletes, artists, influencers, etc.) in ads — with an exception for ex-athletes retired for at least 5 years.

  • Sponsorships of referees or officials by betting operators.

  • Ads portraying gambling as socially attractive, a path to wealth, or an alternative to employment.

  • Use of animations, mascots, or AI-generated content aimed at youth.

  • Programs that teach or encourage betting directly or subliminally.

  • Sending unsolicited messages or notifications.

  • Sexist, misogynistic, or discriminatory content, including objectification or gender stereotypes.

  • Static or digital ads in stadiums or sports venues (with two exceptions for official sponsors and naming rights holders).

🟢 Allowed by the Substitute Bill:

  • TV/streaming/social media ads between 7:30 PM and midnight.

  • Radio ads from 9–11 AM and 5–7:30 PM.

  • Ads during live sports: within 15 minutes before or after the match.

  • Ads on official websites/apps of licensed betting operators at any time.

Editó: @_fonta www.zonadeazar.com

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