Brazilian Senate Targets Betting Ads with Tough New Rules

Brazil is moving closer to enforcing strict new limits on gambling advertisements. A revised version of Bill 2,985/2023, introduced by Senator Carlos Portinho, gained approval from the Senate Sports Commission. The proposal, originally authored by Senator Styvenson Valentim, now heads to the full Senate for debate. While a complete ban was softened, the bill still imposes firm restrictions on when and where betting ads can appear.

Live betting ads would be banned during sports broadcasts across all platforms. Celebrities—including athletes, artists, and influencers—could not appear in promotions. Only retired athletes, inactive for at least five years, would be exempt. TV and streaming ads would only air between 7:30 p.m. and midnight. For radio, ads would be limited to two daily time windows: 9–11 a.m. and 5–7:30 p.m. The proposal would also outlaw all print advertising, and only one operator per team could advertise within stadiums—if they hold naming rights or official sponsor status.

Online Rules, Brand Limitations, and Industry Pushback

Online ads targeting adults over 18 would remain legal, but platforms must verify users and allow opt-outs. All ads—regardless of format—must include a visible message: “Gambling causes addiction and harm to you and your family.” The bill also restricts branding during sports broadcasts. Between 9 p.m. and 6 a.m., operators may appear in broadcast visuals—but only if they avoid direct calls to bet or promise of winnings.

Senator Portinho called the bill necessary, criticizing the industry’s failure to self-regulate. He referenced the 2024 Normative Ordinance No. 1,231 from Brazil’s Secretariat of Prizes and Bets (SPA), which had introduced voluntary guidelines. According to him, these rules had little impact. He argued that gambling has become a “social illness,” with clubs and media alike overly reliant on betting revenue.

Football clubs opposing the restrictions submitted a letter, but Portinho dismissed their criticism. “These clubs are complicit in a crisis destroying families,” he said. Due to delays in forming the Communication and Digital Law Committee, the bill will skip that step and go directly to a Senate vote. If approved, it moves to the Chamber of Deputies.

CasinoDaddy’s Outlook on Brazil’s Betting Landscape

Brazil’s gambling sector has expanded rapidly. Legal reforms and a rise in online platforms brought fast growth—but also sparked concern. Lawmakers now face pressure to balance industry freedom with public health safeguards. Bill 2,985/2023 reflects that shift. It doesn’t end gambling promotions, but it limits their reach and impact.

If passed, the bill would reshape how operators advertise in Brazil. It would also send a message across Latin America: gambling markets must evolve responsibly. At CasinoDaddy, we’ll continue tracking these developments. Regulatory changes in Brazil could reshape advertising standards throughout the region—and impact how casinos engage with players worldwide.