Brazilian Government Weighs Tougher Restrictions on Betting Advertising

Brazil.– August 27, 2025 – www.zonadeazar.com  Regis Dudena, head of the Secretariat of Prizes and Betting, admitted the government is considering stricter controls on gambling ads to protect vulnerable groups.

Overview

Regis Dudena has confirmed that the government is evaluating measures to restrict betting advertising and sponsorships, following rising concerns about overexposure and its impact on minors and at-risk players.

Current context

Explosive market growth

Since regulation came into effect in January 2025, betting ads have flooded TV broadcasts, social media, stadiums, and football jerseys. Operators are now among the top sponsors of Brazil’s Serie A clubs.

Social criticism

Civil organizations, psychologists, and lawmakers have criticized the pervasive advertising environment, warning of risks of gambling normalization among youth.

Potential impact of restrictions

On sports industry

Football clubs—heavily reliant on sponsorship deals with operators—could face immediate financial challenges if advertising is limited.

On operators’ marketing

Operators who invested heavily in large-scale campaigns may be forced to pivot toward more digital and targeted marketing, loyalty programs, and responsible gambling initiatives.

On public perception

While restrictions may improve social protection, they could also unintentionally strengthen the illegal market, which is not bound by advertising controls.

Institutional debate

Dudena’s statement

According to Dudena, the aim is “not to prohibit, but to set clear limits” in line with international benchmarks, such as Spain and the UK.

Industry response

Operators voiced concern over potential instability but acknowledged that balanced rules could help build a sustainable market.

Future outlook

Regulatory pathway

The Ministry of Finance may propose new measures later this year, possibly including ad schedule restrictions, limits on youth sponsorships, and mandatory responsible gambling campaigns.

Strategic implications

Stricter advertising rules could reshape the relationship between sports, media, and betting, redefining how operators engage with audiences.

Zona de Azar, as a leading source of global iGaming news, will continue tracking this pivotal debate shaping the future of gambling advertising in Brazil.

Editó: @_fonta www.zonadeazar.com