Brazil will require betting advertisements to carry direct warnings about losses, addiction and financial risk. The government will also penalise operators for unlawful promotions run by contracted influencers.
Good to Know
New advertising rules will require every betting promotion to display a Ministry of Finance warning. Approved messages include:
The tobacco-style approach follows wider federal efforts to separate legal betting from claims about wealth, investment or household finance. Advertisements can no longer create urgency, use prize histories as bait or present gambling as easy money.
Finance Minister Dario Durigan also ruled out betting recommendations disguised as sports analysis.
“[It is not permissible to mix] commentary from an expert or specialist – someone knowledgeable about a specific game or subject – with statements claiming that a particular bet is the best choice or that a specific path should be taken, thereby inducing the consumer to adopt a certain practice under the guise of technical backing. That must not be done,” Durigan said.
Commentators, experts and play-by-play announcers therefore cannot use perceived authority to direct audiences toward a wager.
“No displaying winnings as bait,” he added. “No selling betting as a way to make easy money, or as an investment or financial solution for families.”
Operators remain responsible when contracted influencers breach the rules. Authorities may remove the content and sanction the betting company.
Licensed operators could receive a fine worth up to 20% of revenue, a suspension lasting as long as 180 days or an authorisation withdrawal after a serious repeat breach. Media outlets and other advertising publishers could face consumer protection fines of about BRL14 million, equal to roughly $2.7 million.
A separate joint measure from the Ministry of Finance and Ministry of Justice targets advertising for unauthorised betting sites. Broadcasters, publishers and advertising companies cannot promote an operator without a Brazilian licence.
“We are imposing restrictions on betting advertisements in the country,” Durigan said. “I don’t need to state – as it goes without saying – that we have zero tolerance for illegal operators. Therefore, illegal betting operations are not authorised in any way, and neither advertisers nor media outlets are permitted to run any advertising involving a company not authorised to operate in the market.”
Brazil has removed about 56,000 illegal betting websites and close to 1,000 influencer profiles, according to Durigan. Licensed betting companies have also sent reports about offshore rivals to federal authorities.
Nearly one million accounts have entered mandatory exclusion because the users fell under statutory restrictions. The limits cover certain government benefit recipients following a Supreme Court ruling, along with people enrolled in Desenrola, the federal debt renegotiation programme.
“There is a ban preventing beneficiaries of government programmes from accessing these sites – a Supreme Court ruling,” Durigan said. “This also applies to people participating in Desenrola [a debt renegotiation programme launched by the Lula administration].”
FAQ
What warnings will appear on Brazil betting ads?
Advertisements must state that betting causes losses, can lead to addiction or does not qualify as an investment.
Can sports commentators recommend bets?
No. The rules prohibit experts and commentators from using technical authority to encourage a particular wager.
Who pays when an influencer breaks the rules?
The contracted betting operator can face penalties, while authorities may order removal of the advertisement.
What is the maximum operator penalty?
A betting company could receive a fine worth up to 20% of revenue, a 180-day suspension or an authorisation withdrawal for a serious repeat offence.