Brazil Senate reviews stricter betting ad rules

Brazil’s Sports Commission has officially approved Bill 2,985/2023, introducing stringent new regulations governing betting advertisements.

The bill, which is now proceeding to the Senate Plenary, gained support from Senator Carlos Portinho. The revised proposal replaces an initial outright ban on advertisements with a series of strategic restrictions aimed at safeguarding consumers while still acknowledging the evolving landscape of the gambling market.

The proposed amendments include the following key regulations:

Live Sports Broadcasts: A comprehensive ban on betting advertisements during live sports events.
Celebrity Endorsements: Promotional materials are prohibited from featuring celebrities, athletes, or influencers, with the exception of retired professionals who have not participated in the sport for at least five years.

Advertising Time Restrictions will be implemented as follows:

Television, Streaming, and Internet: Betting ads will be permitted only between 7:30 PM and midnight.
Radio: Advertisements can only air between 9:00-11:00 AM and 5:00-7:30 PM.

Furthermore, print advertisements and stadium promotions will be heavily regulated, allowing such activities only for operators recognized as official sponsors or those with naming rights to venues.

All advertisements must carry a prominent disclaimer: “Gambling causes addiction and harm to you and your family.”

Digital advertising initiatives will be restricted to verified users aged 18 and above, with an option to opt-out. Additionally, brand placements in sporting announcements between the hours of 9:00 PM and 6:00 AM are permitted, but must refrain from any calls to action or promises associated with winnings.

Senator Portinho underlined that these regulatory measures respond to a noticeable failure of the gambling industry to self-regulate, despite previous guidelines issued by the Sports Betting Administration (SPA) in 2024.

Senator Carlos Portinho stated:

“One year after this law was passed, our society is grappling with severe addiction to betting. Football clubs are entwined in this addiction, as are media companies, benefiting from the financial influx associated with gambling advertisements. In light of the pandemic, it is imperative that we impose necessary discipline.”

While Senator Portinho initially favored a total prohibition on betting advertisements, he judiciously opted for amendments to ensure greater legal clarity, acknowledging that the online gambling sector is already governed by existing legislation.

Senator Styvenson Valentim commented:

“Your vote achieved a balanced approach. It may not reflect my ideal outcome, but it successfully recognizes key elements. This regulatory framework provides the market an opportunity to adapt while also serving as a warning to the public regarding the potential harms associated with gambling.”