Betting Ad Bill in Brazil Targets Influencers and Athletes

Brazil could soon be tightening the rules around sports betting ads if a new proposal by Senator Carlos Portinho moves forward. His plan focuses on reducing the visibility of betting promotions—especially those targeting younger audiences—through more control over advertising formats and content.

Good to know

• The bill would ban active athletes, influencers, and celebrities from betting ads.
• Only retired athletes who ended their careers long ago would be allowed in ads.
• Betting ads must show license numbers and warning messages.

Senator Portinho wants to introduce his final proposal by mid-May. The proposed legislation would set clearer boundaries on how betting companies market their services, especially on television and digital platforms. One key part of the plan would restrict the hours during which betting ads can air on TV.

“The idea is to make it harder for these ads to reach children and teenagers,” Portinho said, explaining the reasoning behind the restrictions on ad timing and content.

The senator made it clear that these rules would not affect sponsorship deals. Football clubs, tournaments, and broadcasters could still sign partnerships with betting operators, as long as they do not involve advertising formats that break the new rules.

All approved ads would be required to include warnings and display the official license number issued by Brazil’s Ministry of Finance. According to Portinho, that measure targets unlicensed operators that are still promoting services within Brazil’s market.

The proposal builds on a larger movement in Brazil to shape the sports betting industry through better regulation. The country passed a law in 2023 that officially allowed fixed-odds sports betting and opened the door to more operators. Since then, the sector has expanded quickly, with aggressive ad campaigns and team sponsorships popping up nationwide.