Senate debates restriction on sports betting advertising in Brazil

March 12, 2025

Senate debates restriction on sports betting advertising in Brazil

The growth of the sports betting market in Brazil has generated discussions about the need for stricter advertising regulations in this sector. In light of this, Senator Jorge Kajuru (PSB-GO) presented a request to the Senate Sports Commission on 10 March for a public hearing. The objective is to debate the restriction of advertisements related to online gaming and sports betting, seeking a better understanding of the impacts and consequences of these advertising campaigns.

History of gaming advertising in Brazil

Since the colonial period, betting and games of chance have been part of Brazil’s history. In the 18th century, horse racing was widespread, and the first forms of betting began to spread. By the late 19th century, “Jogo do Bicho” had become one of the most well-known forms of betting despite later being deemed illegal.

Legalising some forms of gambling came with the creation of the Federal Lottery in 1917, allowing state-regulated betting. In the 1930s, casinos emerged as major tourist and economic attractions. Despite this, they were banned in 1946 by the government of Eurico Gaspar Dutra.

The government kept the sector restricted for decades until 2018, when it enacted Law 13.756/2018. Specifically, this law allows the commercial exploitation of fixed-odds sports betting in Brazil. Since then, the market has boomed and attracted international companies. It has generated billions of reais, mainly through advertising in sporting events, partnerships with clubs, and sponsorships of television broadcasts.

The role of Conar and concerns about advertising

The National Council for Advertising Self-Regulation (Conar) oversees sports betting advertising in Brazil, particularly in response to this sector’s excessive advertisement increase. In 2023, Conar created a working group to discuss regulations for sports betting advertising. The group included representatives from industry bodies like the Brazilian Institute for Responsible Gaming (IBJR) and the National Association of Games and Lotteries (ANJL).

In 2024, irregular betting advertisements accounted for 17% of Conar’s rulings, further strengthening arguments against gambling and its advertising. Conar notified over 800 companies, influencers, and platforms promoting advertising campaigns deemed misleading or irresponsible. The main concern is the influence of these advertisements on minors and vulnerable audiences, as well as the spread of messages that may encourage irresponsible gambling, such as the promotion of free bonuses.

Among the guidelines Conar advocates are the inclusion of messages promoting responsible gambling, restrictions on advertising targeting minors, and greater transparency in betting companies’ marketing campaigns.

About Senator Jorge Kajuru’s request

The senator’s request is linked to Bills 2.985/2023 and 3.405/2023. These bills propose amendments to Law 13.756/2018 and set new limits on advertising in the betting sector. Both bills have already received favourable opinions and were on the Sports Commission’s voting agenda for 12 March. However, if they approve the request for a public hearing, they will suspend the legislative process until they conclude the discussions.

Kajuru stated that the proposal does not intend to ban sports sponsorships but rather to establish more precise guidelines for advertising aimed at the general public. All this movement increasingly shows that the debate on the influence of betting on Brazilian sports is essential, particularly given the volume of investment made by operators in this sector. While some argue that partnerships between betting companies and sports clubs benefit the development of sports, others warn of the risks of excessive exposure to gambling and its potential negative impact on the population.

This article was first published in Portuguese on 12 March 2025.