Betano Defends Regulated Betting Advertising in Brazil

Betano Brazil's Director of Institutional Relations, Guilherme Figueiredo, has defended the continuation of sports betting advertising in Brazil, arguing that a regulated market with consumer safeguards delivers better results than prohibition. Speaking to Folha de São Paulo, he said Brazil's current regulatory framework has strengthened the legal betting industry while improving player protection.

According to Figueiredo, government measures targeting illegal operators and increasing public awareness have contributed to the development of the regulated market. He noted that Betano currently holds a significant share of Brazil’s licensed sports betting sector.

World Cup Advertising Sparks Debate

Figueiredo also addressed the discussion surrounding betting advertisements shown during the 2026 FIFA World Cup broadcasts on CazéTV. He stated that the operators involved complied with existing legislation and did not violate any legal requirements.

However, he acknowledged that the heavy exposure of betting odds during live matches attracted criticism because of the large television audience. Following the public reaction, CazéTV reportedly adjusted its approach within a few days by maintaining brand visibility while placing greater emphasis on responsible gambling messaging.

The executive also welcomed the Ministry of Finance’s updated advertising rules, saying licensed operators are prepared to follow the new communication standards.

Figueiredo reiterated that the industry has consistently supported clear regulation of advertising and responsible gambling messaging, including warnings about the financial risks and potential for gambling addiction.

Concerns Over Proposed Restrictions

Although proposals to restrict or prohibit sports betting continue to be discussed in Brazil’s National Congress, Figueiredo believes a complete ban is unlikely to move forward.

He admitted that such legislative initiatives create uncertainty for licensed operators but argued that policymakers increasingly recognize the advantages of a regulated betting market over prohibition.

Responding to criticism from federal lawmaker Erika Hilton, who has linked betting to addiction and family-related issues, Figueiredo stressed that personal responsibility also plays an important role. He added that the regulated betting industry makes a meaningful economic contribution to Brazilian sports.

Industry Investment in Brazilian Sport

Figueiredo highlighted the financial support licensed betting companies provide to Brazilian football clubs, saying those investments have strengthened domestic teams and improved their competitiveness.

He pointed to the return of players including Neymar, Lucas Paquetá and Vitor Roque as evidence of Brazilian football’s growing appeal.

The executive also referenced the industry's tax contribution to sport, stating that betting-related taxes generated more than R$50 million last year. According to him, part of those funds supported projects managed by the Brazilian Paralympic Committee, including transportation services for children with disabilities and sports development initiatives.

Technology Driving the Regulated Market

Figueiredo described Brazil’s betting regulations as among the strongest globally, particularly regarding player verification requirements.

He highlighted the planned implementation of facial recognition technology linked to each individual's CPF number, allowing operators to verify users' identities, confirm legal age requirements and apply other regulatory restrictions before granting access to betting services.

He also recalled that, before regulation was introduced, operators were required to keep customer funds outside Brazil, requiring daily currency exchanges and international transfers.

Looking ahead, Figueiredo expects further consolidation within Brazil’s betting industry as companies merge or streamline their operations. He also noted that Betano recently acquired an international artificial intelligence platform that is being introduced in smaller markets before its planned rollout in Brazil.