Brazil Legislation Targets Meta on Gambling Ads

Brazil’s Attorney General’s Office (AGU) has intensified scrutiny of online gambling promotion, this time directing its attention to illegal operators. After recent debates over advertising limits for licensed betting firms, the AGU is now seeking to curb the presence of unlicensed gambling ads on major digital platforms.

 

Agency	Target	Action	Deadline
AGU (Brazil)	Meta	Remove illegal gambling ads	48 hours
STF (Supreme Court)	Digital platforms	Liable for illegal content	N/A

 

AGU Targets Meta

On Wednesday, the AGU announced that it had issued an extrajudicial notice to Meta, the parent company of Facebook and Instagram, demanding the removal of advertising for gambling sites that lack authorisation from Brazil’s Ministry of Finance’s Secretariat of Prizes and Bets. The agency’s review of Meta’s ad library revealed “hundreds” of active campaigns promoting unlicensed operators.

The AGU has given Meta 48 hours to comply with the request and instructed the company to adopt preventive measures to block future promotions from unauthorised gambling sites. In its communication, the AGU described the ads as a “clearly illegal activity” that may involve “tax evasion, money laundering, crimes against consumer relations, fraud and other illegal practices.”

The move follows a landmark ruling by Brazil’s Supreme Federal Court (STF) in June, which altered the liability framework for digital platforms under Article 19 of the Civil Rights Framework for the Internet. The court found the article partially unconstitutional, meaning platforms are now presumed liable for illegal content unless they can demonstrate timely and diligent action to remove it.

This legal shift heightens the pressure on companies like Meta, which recently tightened its ad policies to require approval for gambling promotions. The AGU, however, argues that flaws remain in the enforcement of these policies, leaving room for illegal operators to continue advertising.

 

Licensed Operators Caught in the Crossfire

The AGU’s action could provide some relief for licensed operators, who have faced their own regulatory challenges. In May, the Brazilian Senate approved sweeping restrictions on gambling advertising, including bans on print media and live sports broadcasts, as well as time-of-day limitations for TV, radio, and digital platforms. The Chamber of Deputies will decide whether to implement the measures.

Industry representatives have warned that such restrictions could backfire, limiting the visibility of licensed operators while allowing illegal platforms to exploit regulatory loopholes. They argue this risks creating confusion among bettors and strengthening the black market.

 

This is, therefore, a clearly illegal activity, which may also be linked to tax evasion, money laundering, crimes against consumer relations, fraud and other illegal practices, constituting their advertising as an equally illegal activity.

 

Conclusion

The AGU’s move against Meta underscores Brazil’s dual challenge of regulating a newly legalised gambling market while curbing the influence of unlicensed operators. As the country’s legislative debate over advertising restrictions continues, the effectiveness of enforcement against illegal promotions may prove critical in shaping the balance between consumer protection, market integrity, and industry growth.