Brazil Enforces New Betting Advertising Rules

Brazil’s regulated online betting market entered a new phase on July 17 as updated advertising regulations issued by the Secretariat of Prizes and Betting (SPA) officially came into force. The new framework expands compliance obligations for betting operators while also placing legal responsibility on companies and individuals involved in promoting gambling services.

Under the new rules, advertising agencies, influencers, media companies, traffic managers and other marketing partners can now be held accountable for the gambling advertisements they distribute. Before launching any campaign, they must verify that the betting operator is included on the Ministry of Finance’s list of licensed companies.

The regulatory changes follow concerns raised during the 2026 FIFA World Cup regarding the volume of gambling-related advertising shown during football broadcasts.

Responsible Gambling Warnings Now Required

One of the main requirements introduced by the regulation is the mandatory inclusion of responsible gambling messages in all betting advertisements. These warnings must be clearly displayed to inform consumers about the potential risks associated with gambling.

Advertisers are also required to present key information about the licensed operator, including its authorization number, Corporate Taxpayer Registration Number (CNPJ) and registered company name. This information must remain accessible and verifiable throughout the duration of every advertising campaign.

The updated rules also prohibit marketing practices that create a sense of urgency or portray betting as an investment opportunity or a guaranteed path to financial success.

Restrictions Introduced for Sports Broadcasts

The regulation also establishes clearer boundaries between editorial content and commercial promotion during sports coverage.

Commentators and broadcasters are no longer permitted to recommend betting operators or encourage wagers while providing match analysis. The measure is intended to maintain a clear separation between sports commentary and advertising.

Companies that fail to comply with the new requirements may face administrative penalties, including fines of up to 20% of annual revenue, suspension of their operating licence for up to 180 days or the loss of their authorization to operate. Advertising partners may also face sanctions under Brazil’s Consumer Protection Code.

Government Targets Illegal Gambling Market

Brazilian authorities believe the updated rules will make it more difficult for unlicensed gambling operators to advertise and reach consumers.

According to figures cited from LCA Consultoria, illegal operators account for an estimated 41% to 51% of Brazil’s betting market, representing approximately BRL39 billion in betting volume. By comparison, the regulated sector currently includes 85 licensed operators running 187 websites, while more than 25,000 illegal gambling websites have been blocked over the past year.

Compliance Becomes Central To Advertising

Matheus Bastos, an analyst at B2B network Matching Visions Brasil, said the new verification requirements strengthen the country's regulated betting market by making compliance an essential part of advertising activities.

He noted that businesses promoting betting services should already know who they are representing, but the new regulation now makes that obligation legally enforceable. According to Bastos, agencies will need to incorporate compliance checks into their standard procedures.

He also stated that the new framework helps distinguish professionally regulated operators from those still relying on informal practices. With the FIFA World Cup increasing public attention on betting advertising, Bastos believes companies that prepared in advance will be better positioned to adapt to the stricter regulatory environment.