Brazilian senators have made significant strides towards implementing strict regulations on advertising and sponsorship concerning betting products, while also focusing on player safety. On September 2, the Science and Technology Committee of Brazil's Senate pushed forward Bill PL 2,470/2026, requesting an expedited review of the legislation.
This bill would impose a complete ban on advertising for betting and online gaming across all media platforms, including television, radio, print, outdoor displays, streaming services, podcasts, and social networks. In addition, direct advertising and various forms of behavioral marketing would be prohibited.
Further, the legislation aims to eliminate promotions and bonuses related to any betting product, banning incentives such as no-cost gambling, cashback offers, free spins, and loyalty rewards, along with all betting sponsorships linked to sports, events, athletes, and influencers.
Mandatory age verification measures would be instituted under the proposed law. It would establish voluntary spending and time limits for players, allowing individuals to self-exclude from gambling activities with all licensed operators. Operators would be restricted from reaching out to self-excluded players or those deemed vulnerable, and providing betting products would also come with strict limitations.
As the proposal progresses through the Senate, it has the potential to fundamentally alter how licensed betting operators promote their services and interact with customers in Brazil.
