On Wednesday, the Science and Technology Committee (CCT) moved forward with a bill aimed at imposing stricter regulations on advertising and sponsorship in the betting industry. This initiative also sought to establish criteria for assessing the risk associated with different gambling products and clarify the responsibilities of operators and platforms. Critics have pointed out that these restrictions may inadvertently allow the illegal betting market to continue its growth, as it would not be subject to the proposed regulations. The committee has urgently requested a review by the Senate Plenary.
The legislation, known as Bill 2.470/2026, is authored by Senator Damares Alves along with six other senators. It proposes amendments to the existing Betting Law that governs fixed-odds betting, introducing measures designed to safeguard mental health, protect consumers, and support family finances. Senator Alessandro Vieira provided a favorable substitute opinion on the bill.
Vieira emphasized, "This is a non-partisan initiative. It stems from society's current understanding of the extent of the damage caused by so-called betting."
Earlier this week, the CCT held a public hearing where stakeholders from both the government and the betting sector expressed differing views on the potential impact of the new measures.
The approved bill includes a wide range of advertising restrictions for online gambling. Advertising aimed at promoting betting would be prohibited across various platforms, including radio, television, newspapers, streaming services, social media, video platforms, websites, and apps. This ban extends to all forms of direct or indirect marketing communications.
Specific prohibitions include:
– Instant messaging, SMS, emails, notifications, targeted ads, and telemarketing aimed at previously exposed individuals.
– Ads placed within electronic games or esports, sports uniforms, public transport, and on affiliate content platforms.
– Promotional offers such as bonuses, free bets, and loyalty programs are also banned if they are intended to motivate user engagement.
– Any messaging that misrepresents betting as risk-free or a guaranteed source of income is prohibited.
However, institutional communications made through an operator's official channels may still occur, as long as they focus on company information without enticing users with promises of winnings or bonuses. Operators bear the responsibility for the promotional actions of affiliates and influencers.
Sponsorships involving betting companies will also face significant restrictions. The bill bans such partnerships for sports clubs, leagues, events, cultural projects, and political entities. This includes sponsorships linked to digital influencers, athletes, or celebrities. All existing sponsorship contracts will be subject to a two-year period for adjustment or termination; new contracts can only be signed if they align with this timeline. Engagements involving children and youth sports categories are completely prohibited, as are associations with mental health initiatives or financial education projects.
To enhance consumer protection, operators cannot utilize data from individuals who have self-excluded or requested to block marketing. Likewise, invasive marketing tactics directed at users showing signs of risky behavior are forbidden. Operators must implement age verification, self-exclusion mechanisms, and promote responsible gambling practices.
The proposal sets out criteria for classifying gambling products based on their potential for harm. This includes factors such as instant outcomes, random mechanisms, intermittent rewards, and user incentives to gamble more frequently. High-risk products will require specific harm reduction measures, while those classified as excessively risky will be prohibited. A competent body within the Federal Executive Branch will evaluate all public offerings and impose regulations accordingly.
Provisions for monitoring and institutional cooperation are included, mandating that aggregated data be submitted to authorities while also focusing on training health professionals and updating care protocols related to gambling addiction.
Additionally, application providers and digital platforms are tasked with removing any unauthorized advertisements upon notification from authorities, ensuring a fair opportunity for response. The new regulations introduce penalties for violators, who could face fines of up to BRL2 billion ($392.8 million).
One of the bill's most significant changes is the establishment of a criminal offense for promoting unauthorized betting operators, with penalties ranging from one to five years in prison. This sentence may increase when the promotion is made by influential figures.
The draft law also seeks to prevent conflicts of interest by imposing a 24-month cooling-off period for professionals transitioning between roles in the betting industry and regulatory bodies.
