Brazil moves closer to tightening betting ad rules as Senate prepares to vote on new restrictions

A sweeping bill that would restrict how and when betting companies can advertise in Brazil is now set to reach the Senate Plenary after gaining approval from the Sports Commission on Wednesday.

The proposal, known as Bill 2,985/2023, introduces a series of advertising restrictions aimed at curbing what lawmakers describe as a growing public health crisis linked to gambling addiction.

Senator Carlos Portinho, who authored the revised version of the bill, made several amendments to the original text, backing away from an outright advertising ban but maintaining a broad range of prohibitions. The changes include banning betting ads during live sports broadcasts, limiting advertising times across television, radio, and digital platforms, and restricting the use of public figures in promotional content.

“Football clubs are addicted to betting. Communication companies are addicted to betting, to advertising, to the money they receive from betting,” said Portinho, who described the situation as a “pandemic” of gambling addiction. “And with this pandemic, it is up to us to impose discipline.”

Under the proposed law, betting advertisements would be permitted on television, streaming services, and online platforms only between 7:30 p.m. and midnight. On radio, ads could be aired between 9:00 a.m. and 11:00 a.m. and again from 5:00 p.m. to 7:30 p.m. Outside of these designated time slots, advertising would be prohibited.

The legislation also bars the use of current athletes, artists, influencers, and public personalities in betting advertisements. Former athletes may appear in such content, but only if they have been retired for at least five years.

Print advertising would be banned altogether, along with betting ads in stadiums and sports venues, unless the betting operator is an official sponsor or holds naming rights.

This provision has drawn strong opposition from Brazil’s football clubs, more than 50 of which issued a joint statement warning that the restrictions could result in a R$ 1.6 billion (US$285 million) annual revenue loss. 

Portinho dismissed these concerns, arguing that poor financial management, not advertising restrictions, is the root of the clubs’ financial instability. “We are valuing sponsorships more and advertising less,” he said. “Whoever has a sponsorship on their jersey can advertise on the billboards… What we’re aiming to prevent is ambush marketing.”

Senator Styvenson Valentim

Senator Styvenson Valentim, who introduced the original bill, voiced cautious support for the amended version. “Your vote was balanced. It wasn’t what I wanted, but it achieved its purpose in some points,” Valentim said during the committee session. “Maybe we’re giving the market a chance to adapt and a warning to the population that has already seen that this is harmful.”

The proposed restrictions follow rising concerns about the social impact of legalized sports betting, which was formalized in Brazil just one year ago. Lawmakers cited the industry’s failure to adequately self-regulate despite guidelines set out by the Secretariat of Prizes and Bets (SPA) in July 2024.

The bill also introduces specific provisions designed to limit the exposure of gambling ads to minors. Platforms must ensure that users are over 18 to view any betting-related content online and must offer opt-out options for such ads.

In addition, operators are required to include a standard warning in all promotional materials stating, “Betting causes addiction and harm to you and your family.”

Portinho compared the effort to Brazil’s tobacco control policies, which significantly reduced smoking rates through advertising restrictions. “No one can dodge this,” he said, noting that legislation, not industry promises, is what protects public health.

Senator Eduardo Girão

Senator Eduardo Girão, who had proposed a separate bill (Bill 3,405/2023) to fully ban betting ads, supported some of the new restrictions but lamented the decision to allow any form of promotion. “It’s self-cannibalism,” he said. “They want easy money from bets, which are killing fans.”

A proposal by Senator Romário to allow former athletes to appear in betting ads was retained in the final draft. “This could help them,” he said, arguing that not all retired athletes are financially stable.