The text, reported by Senator Carlos Portinho (PL-RJ), represents a major shift in the consolidation of Law No. 14,790/2023, which regulates the Brazilian betting market.
The proposal now moves to the Chamber of Deputies but already raises concerns for operators, sponsors, and agencies. One of the main points is the definition of time slots for advertising: on radio, only from 9 a.m. to 11 a.m. and from 5 p.m. to 7:30 p.m.; on TV, streaming platforms, and social media, only from 7:30 p.m. to midnight. Advertising outside these hours will be considered irregular.
The participation of public figures - such as athletes, artists, and influencers- in marketing and institutional communication campaigns related to betting is also prohibited across all media.
Furthermore, the text bans advertising during live broadcasts of sporting events, as well as the use of real-time dynamic odds outside of operator-owned channels.
Ads that use language targeting children or adolescents, or that associate betting with promises of wealth, social mobility, or solutions to financial problems will also be prohibited.
Responsibility for compliance with these rules will be joint and several, encompassing digital platforms, media outlets, agencies, and influencers. Even after formal notification from the Ministry of Finance, these parties may still be held liable.
In physical settings, static or electronic advertising will be banned in stadiums, arenas, and sports venues - except in cases of official event or team sponsorship. Displaying betting brand logos on uniforms of athletes under 18, or in any advertising aimed at children, will also be prohibited.
Promotional campaigns at public events funded by public money or tax incentives are also banned, along with sending text messages, notifications, or any direct advertising communication via mobile phone or social media.
While the restrictions aim to protect consumers, experts warn of the risk of growth in the illegal market. In Italy, for instance, the total ban on advertising in 2019 led to an increase in illegal betting. In Brazil, where the parallel market is already strong, such restrictions could misinform bettors and expose them to unregulated platforms.
Betting companies play a significant role in financing Brazilian football, investing over R$550 million (US$100m) in sponsorships for Série A in 2024. Still, concerns about social impacts have led several countries to restrict advertising to protect young people and prevent the normalization of gambling.
The government’s main challenge will be to balance effective regulation—protecting consumers without stifling the economic and social potential of regulated betting, which drives innovation in technology, media, and marketing.
iGaming companies will need to review their marketing practices, contracts, and audit processes, and strengthen legal governance to ensure compliance with the new requirements.
Maria Cristina Ghilarducci
Legal consultant – With over 10 years of experience and a member of Amig (Association of Women in the Gaming Industry).
Rúbio Teixeira
Founder of Octus Legal iGaming - Pioneer in iGaming and lawyer. Master's degree in Portugal and Brazil. Has been working in the segment since 2018, accumulating experience with licensing for betting houses in countries such as the United Kingdom, Greece, Malta and Portugal. Founder of Octus Legal iGaming, he focuses on managing large fortunes and providing legal advice to operators on issues such as compliance and certifications, in addition to promoting connections across the industry.
