This excerpt from the text sparked a reaction from some of Brazil’s main football clubs. They claim that limiting advertising in stadiums could cause a “financial collapse of the entire sports ecosystem.” Currently, betting companies not directly linked to clubs or competitions purchase space within arenas to display their brands during matches.
In a joint statement released this Tuesday (27), supported by more than 50 clubs, both large and small, they cited an annual loss of R$ 1.6 billion (US$285m). “The ban on displaying operators’ brands on static properties—such as billboards—inside sports venues, as stated in the revised bill, removes crucial revenue streams from the clubs,” the statement said.
The bill was introduced by Senator Styvenson Valentim (Podemos-RN), and the approved version was authored by Senator Carlos Portinho (PL-RJ). The rapporteur dismissed the clubs' warnings of a collapse, arguing that “the clubs have been financially broken for a long time due to poor management.”
“There was a misinterpretation, from what I saw in the statement. We are valuing sponsorships more and advertising less. Whoever has a sponsorship on their jersey can advertise on the billboards. Those with naming rights can advertise on the billboards. Those sponsoring the competition can advertise on the billboards. What we’re aiming to prevent is ambush marketing, which only this sector tolerates. They want to attract clients, regardless of who, and then destroy families,” he said.
The approved text also prohibits the display of betting odds in advertisements, with the aim of curbing impulsive betting. The bill also sets specific time slots for airing betting ads on TV, radio, and the internet.
On TV and social media, ads will be allowed between 7:30 p.m. and midnight, as well as 15 minutes before and after live sports broadcasts. On the radio, ads will be allowed from 9 a.m. to 11 a.m. and from 5 p.m. to 7:30 p.m. There are no time restrictions for sponsorships of sports, cultural, or news programs broadcast via radio, TV, or the internet.
Portinho’s report also bans the “use of the image of active athletes, professional coaching staff, as well as artists, communicators, influencers, authorities, or publicly recognized figures” in promotional material.
The only exception is for former athletes. Retired athletes who have been out of professional sports for at least five years may appear in advertisements. The goal is to provide a “legitimate means of supplementary income” for those who are “no longer involved in professional sports.” This proposal was introduced by Senator Romário (PL-RJ).
Bill PL 2.985/2023, by Senator Styvenson Valentim (Podemos-RN), received a favorable opinion from Senator Carlos Portinho (PL-RJ) in the form of a substitute text. As the Commission on Communication and Digital Law (CCDD), where the proposal would have had a final vote, has not yet been established, senators pushed for it to be sent directly to the Senate floor. If approved there, it would proceed to the Chamber of Deputies.
The suggestion was supported by CEsp President, Senator Leila Barros (PDT-DF), who also committed to lobbying the President of the Senate, Davi Alcolumbre. The original bill would have amended Law 13.756 of 2018, which addresses the allocation of betting revenue, to completely ban the promotion of this type of lottery in any media outlet.
However, the text presented by Portinho removes the total ban and instead amends Law 14.790 of 2023, which regulates betting, introducing a series of permissions and prohibitions for the promotion of fixed-odds betting. Since it is a substitute bill, it will still require a supplementary vote in the committee.
Gambling epidemic
Portinho emphasized that one year after legalizing the sports betting market, the sector has failed to self-regulate its advertising practices. He criticized the inclusion of only a token slogan in advertisements: "Play responsibly."
In his view, given the gambling addiction epidemic in Brazil, the legislature must urgently regulate how betting messages reach the public to help protect public health. His report particularly seeks to limit ads targeting minors and problem gamblers and addresses sponsorship issues.
"A year after the law passed, our society is sick—totally addicted to bets. Football clubs are addicted. Media companies are addicted to the money from bets. In the face of this epidemic, we must act. The original bill from Senator Styvenson aimed to ban all betting ads. We held two public hearings and heard from many sectors, which helped shape this final version," said Portinho.
Stadium advertising
Portinho referenced a letter signed by several football clubs and released, according to him, on Tuesday (27), expressing concern about banning in-stadium ad boards directly tied to club and broadcaster sponsorships.
He stated that public sentiment supports restrictions on this type of advertising, with many even calling for the complete removal of betting ads from stadiums and team jerseys.
He read comments from citizens criticizing major clubs for being "complicit in an epidemic that is destroying families."
Although he personally preferred a full ban, Portinho said he compromised to avoid legal uncertainty since the activity has already been authorized and regulated by earlier laws.
"I would have liked to pass the original report and ban all ads. And frankly, we’d have public support. But it's time to show social responsibility. No one can dodge this," he said.
“Firm responses”
Senator Styvenson Valentim (PSDB-RN), the bill’s original author, stated that while the report modifies his proposal, it still offers balance and sends a message to the market and clubs to act more responsibly on what he considers a public health issue.
He warned that if there is no improvement or accountability, Congress will take firmer action, potentially revoking online betting authorization altogether.
"The report wasn't exactly what I wanted, but it achieved some goals. We couldn’t cut the problem at the root, but we trimmed it to see what happens. This may be a warning to the market and the public that betting is harmful. And football clubs trying to pressure senators with public statements? That backfired."
Amendments
Portinho partially accepted four amendments—one from Senator Romário (PL-RJ) and three from Senator Eduardo Girão (Novo-CE).
Girão, who authored another bill banning all sports betting ads (Bill 3,405/2023), compared gambling addiction to nicotine addiction and argued that similar advertising bans should apply, as betting addiction is pushing families into debt, illness, and even suicide.
"Clubs are now addicted to bets. They claim they can’t survive without them, but we used to have sponsors like construction companies and banks. Now they want easy money from bets, which are killing fans. It’s self-cannibalism," said Girão.
One of Girão's rejected amendments would have banned former athletes from promoting betting ads. Romário, however, advocated for an exception allowing former athletes who retired more than five years ago to do so.
"I’m not acting out of self-interest. Sure, many ex-players are wealthy, but others are struggling financially. This could help them," argued Romário, a 1994 World Cup champion.
What will be prohibited
Portinho’s substitute bans the following:
* Ads during live sports broadcasts;
* Displaying live betting odds during broadcasts, except on licensed operator platforms;
* Print advertisements;
* Boosted content outside allowed hours, even from official operator channels;
* Featuring athletes, artists, influencers, public figures, or even extras in ads (exception: former athletes retired for over 5 years);
* Sponsorships by betting operators of referees or match officials;
* Ads presenting betting as socially attractive, a path to success, a job alternative, a financial solution, or guaranteed income;
* Use of animations, mascots, AI-generated visuals targeting children;
* Content that teaches or promotes betting, directly or subliminally;
* Unsolicited messages, calls, or notifications;
* Sexist, misogynistic, or discriminatory ads, or those objectifying bodies or promoting gender stereotypes;
* Static or electronic ads in stadiums and sports venues.
Exceptions: Ads may appear in stadiums if the operator is the event's official sponsor or holds naming rights, or if sponsoring a team's uniform (limited to one advertiser per team).
What will be allowed
The substitute allows:
* TV, streaming, social media, and internet ads from 7:30 p.m. to midnight;
* Radio ads from 9–11 a.m. and 5–7:30 p.m.;
* Ads during live sports events 15 minutes before and after the game;
* Ads at any time on official apps, websites, or pages that users voluntarily access;
* Display of sponsor logos during event announcements between 9 p.m. and 6 a.m., provided there's no invitation or incentive to bet and no odds or bonuses mentioned;
* Ads on social platforms for verified users over 18, with an easy opt-out option.
Mandatory warning message
Ads must include a clear, prominent warning: “Betting causes addiction and harm to you and your family.”
Portinho cited Brazil’s anti-smoking policies as proof that advertising restrictions can protect public health, noting a 40% drop in smoking rates after ad bans.
Sponsorship rules
The current law prohibits betting operators from acquiring or funding broadcasting rights to domestic sporting events. However, Portinho’s substitute permits sponsorships, allowing logos on team uniforms and equipment—but not on gear for underage athletes.
Uniforms aimed at children or available in kids’ sizes cannot feature betting logos or branding.
Betting sponsorship of sports, cultural, or news programs—even on digital platforms—can occur without time restrictions, as long as only the sponsor's logo is shown and no ad messages are added.
Bets may also use tax-incentive laws at federal, state, or municipal levels to sponsor events.
Naming rights sponsorships are allowed if legal requirements are met.
Shared responsibility
Currently, advertisers and internet platforms must remove illegal ads when notified by the Finance Ministry. They must also block or remove access to illegal betting websites or apps.
The new text adds that failure to remove such content will make platforms and advertisers jointly liable for the ads.
Source: GMB
