Brazil to Discuss Bill Banning Fixed-Odds Betting Ads

On Wednesday, March 12, Brazil’s Sports Commission (CEsp) will review a proposed bill that seeks to impose a sweeping ban on fixed-odds betting advertising in the country. Authored by Senator Styvenson Valentim, the bill aims to address concerns about the rising exposure of young people to gambling promotions and the potential for impulsive behavior fueled by the accessibility of online betting platforms.

The proposed amendment targets Article 33 of Law No. 13,756/2018, which established the legal framework for regulated fixed-odds sports betting in Brazil. If passed, it would prohibit gambling advertisements across all media channels, including television, radio, digital platforms, and print.

• Senator Styvenson Valentim proposes a bill to ban fixed-odds betting ads across all media channels in Brazil.
• The bill addresses concerns about the growing number of young bettors and their exposure to impulsive gambling behavior.
• Senator Carlos Portinho supports the bill and proposes additional amendments, including bans on radio ads at night and using public figures in gambling promotions.

A Response to Growing Youth Gambling

Valentim’s justification for the bill is grounded in the significant shift in the profile of bettors in Brazil. He argues that younger generations, who now make up a growing percentage of the country's gambling demographic, are particularly vulnerable to the influence of pervasive advertising.

“This proposal is justified in view of the sudden change in the profile of bettors, which is now mostly made up of young people, who have at their disposal, 24 hours a day, with just one click, the possibility of placing bets without any barrier to impulsive behaviour,” Valentim explained.

The bill is set to be reviewed by the CEsp in a meeting scheduled for 10:30 a.m. local time on Wednesday. If it receives approval, it will then be forwarded to the Communication and Digital Law Commission (CCDD) for further deliberation and decision-making. The outcome could shape Brazil’s regulatory landscape for gambling advertising in the years to come.

A Step Toward Stricter Advertising Regulations

Brazil has already made some moves to regulate gambling advertisements. On December 6, 2024, the Secretariat of Prizes and Bets—Brazil’s gambling regulator—implemented several advertising restrictions ahead of the planned launch of the legal market on January 1, 2025. These measures included a ban on advertisements targeting children or adolescents, as well as ads aired through channels where minors make up the majority of the audience.

Additionally, all gambling ads are now required to display an “18+” symbol or a message that reads “prohibited for people under 18,” signaling the government’s commitment to ensuring that gambling remains an adult-only activity.

However, some lawmakers, including Senator Carlos Portinho, have argued that more robust steps are needed to address the pervasive nature of gambling advertisements, especially in a digital era where young people are constantly exposed to targeted marketing.

Senator Carlos Portinho, who previously attempted to exclude igaming from the current betting laws, has lent his support to Valentim’s bill. In December 2024, Portinho expressed strong backing for the proposal, stating that it “deserved to prosper.”

Portinho has also introduced several amendments to the original bill, some of which would further restrict gambling advertising. Notably, he has proposed a ban on betting ads on the radio between the hours of 10 p.m. and 6 a.m. and has called for a comprehensive ban on gambling advertisements in both printed and electronic media throughout Brazil.

Furthermore, Portinho’s amendments seek to prevent the use of athletes or other public figures in gambling promotions. His bill also proposes a prohibition on using text messages or mobile notifications to market gambling, which he believes disproportionately targets vulnerable individuals. Portinho stated recently:

The rampant advertising in this sector leads the audience to believe that, with a stroke of luck, they will achieve financial independence, when reality has shown the even more pronounced impoverishment of the most economically vulnerable segments of the population.

The Broader Implications

The push to limit gambling advertisements in Brazil reflects a broader global conversation about the potential dangers of excessive marketing in the gambling industry. Critics argue that constant exposure to betting promotions can lead to addiction and financial ruin, particularly among younger audiences who may not fully understand the risks involved.

While Brazil’s gambling market is still in its infancy, the debate around advertising is a critical one. The country’s steps to regulate gambling ads are part of a growing movement worldwide to protect consumers from the potentially harmful effects of unregulated and aggressive marketing tactics.

If the bill passes, Brazil will join other countries that have adopted similar restrictions on gambling advertising, such as the United Kingdom and Australia. These nations have seen success in reducing the prevalence of gambling-related harms, but the effectiveness of such measures remains an ongoing topic of study and debate.

As Brazil prepares to launch its legal sports betting market, the outcome of Wednesday’s meeting could mark a pivotal moment in the country’s approach to gambling regulation, with lasting implications for both the industry and its consumers.