The proposal would go through the Communication and Digital Law Committee, which was not installed, so due to a maneuver by opponents of legalized betting, the matter went directly to the Plenary, where it was symbolically voted on and approved.
The IBJR (Brazilian Institute of Responsible Gaming) states that the bill harms communication between legalized companies and bettors, and favors the illegal market – which represents about 50% of the sector in the country, according to the entity. For the entity, legal advertising “guides, informs and protects” by allowing users to recognize authorized platforms committed to responsible practices.
Among the main points of the text is the prohibition of the participation of athletes, members of technical committees, artists, communicators, influencers and authorities in advertising pieces.
However, the Bill does not define what characterizes an influencer and makes an exception for former athletes who have been retired for more than five years, as long as they do not have “appeal to children and young people”.
The restrictions also prohibit the use of animations that may attract minors, including those generated by AI (artificial intelligence). The proposal prohibits advertising, but authorizes sponsorship actions for sports teams – including in TV programs with a sports, news or cultural nature.
The text prohibits static or electronic advertising in arenas and stadiums, but allows it as long as the event itself is sponsored by the platform or has naming rights over the location. Logos on club uniforms are still permitted, except in the case of underage players. Referees are prohibited from displaying betting brands.
All advertisements must contain the following warning: “Gambling is addictive and harmful to you and your family.”
The proposal establishes restricted times for advertising:
- From 7:30 p.m. to midnight on television and streaming platforms;
- From 9 a.m. to 11 a.m. and from 5 p.m. to 7:30 p.m. on radio;
- 15 minutes before and 15 minutes after the event in sports broadcasts;
- During games, any advertising is prohibited. However, sponsorship of TV programs is authorized, as long as it only displays the company's logo.
The time restrictions also apply to social media. The text requires digital platforms to provide free access to the option to disable ads related to gambling, which can only be displayed to those over 18.
The Bill does not detail how oversight will be carried out, especially in the digital environment. Despite the restrictions, the text allows betting platforms to continue promoting their services on their own websites and apps, as long as there is no external support.
The IBJR said that Brazil already has a regulatory framework. The entity refers to Law 14,790/23, Ordinance No. 1,231/24 of the SPA and Annex X of the CONAR Code (National Council for Advertising Self-Regulation).
Annex X of the CONAR Code prohibits advertisements featuring athletes under 21 years of age and advertising aimed at children.
The aforementioned law legalized online sports betting and prohibited bookmaker owners from operating in football clubs. The ordinance defined rules for responsible advertising, banning unauthorized companies.
Read the full statement from the Institute:
The Brazilian Institute for Responsible Gaming (IBJR) expresses deep concern about the approval of Bill No. 2,985 in the Senate Sports Committee, which imposes severe restrictions on advertising by bookmakers.
The proposal harms communication between legalized betting companies and bettors, compromising the sustainability of a regulated sector committed to responsible gaming. These restrictions expose bettors even more to the illegal market, which already represents about half of the market, offering no guarantees, no control and no return for society.
Legal advertising guides, informs and protects. With it, citizens identify regulated platforms that follow strict rules and are committed to responsible gaming.
Brazil already has a robust regulatory framework that is constantly being improved.
Law 14.790/23, Ordinance No. 1.231/24 of the SPA and Annex X of the CONAR Code, prepared with the active contribution of the IBJR, establish clear criteria for communication in the sector, with a focus on ethics and the protection of vulnerable groups.
The IBJR remains committed to dialogue, responsible gaming and the development of an ethical and responsible market for all Brazilians.
Source: GMB
