On Wednesday, the Science and Technology Committee (CCT) advanced a bill aimed at tightening restrictions on betting advertisements and sponsorships. This proposal includes criteria for assessing the risk associated with various betting products while clarifying the obligations for operators and platforms. Experts warn that the illegal market could continue to thrive since it would remain unaffected by these regulations. An urgent request for further examination by the Senate Plenary was approved by the committee.
The bill, known as Bill 2.470/2026, was introduced by Senator Damares Alves alongside six fellow senators and modifies the Betting Law, which governs fixed-odds betting. Its provisions focus on protecting mental health, consumers, and family finances. Senator Alessandro Vieira endorsed the bill, indicating its intent to address societal concerns regarding the harmful impacts of gambling.
“This is a non-partisan initiative. It stems from society’s current understanding of the extent of the damage caused by so-called betting,” said Vieira, the rapporteur for the bill.
On Tuesday, the CCT held a public hearing where representatives from the government and the betting industry expressed differing views on the proposed regulations.
The committee's approved text imposes stringent limitations on advertising for online betting and gambling. Notably, it bans any form of marketing communication regarding betting through traditional media such as radio, television, and print, as well as digital platforms including streaming services, social networks, and apps.
There are also restrictions on targeted advertising; marketing through SMS, email notifications, and telemarketing aimed at previously exposed audiences is prohibited. Moreover, advertising in electronic games, esports, as well as promotions and benefits like bonuses and free bets aimed at enticing new customers, is also banned.
Any promotional material portraying betting as a risk-free activity or a source of guaranteed income will not be permitted. However, the restrictions do not apply to institutional communications via an operator’s official channels, which must adhere to a strict informational scope focused on company identification and responsible gambling practices.
In terms of sponsorship, betting companies will face prohibitions from sponsoring not only sports clubs and events but also cultural and educational projects, political parties, and other public entities. A two-year grace period is provided for existing sponsorships to be either adjusted or terminated, with new contracts only being permissible as prior agreements expire within that timeframe.
Furthermore, sponsorship involving minors or educational settings is outright prohibited, alongside any marketing activities linked to mental health or financial education.
To enhance consumer protection, operators are banned from utilizing data from individuals who have self-excluded or requested to block marketing communications to try to re-engage them. Persistently targeting users with a history of reduced gaming frequency or gambling behavior indicators is also forbidden.
Operators must implement robust age verification measures, self-exclusion protocols, and maintain constant reminders about the risks of gambling. Credit cards will no longer be accepted for betting, and designs intended to manipulate users into continuing gambling will be prohibited.
The bill proposes a classification system to evaluate gambling products based on their potential for harm. High-risk items such as roulette and slot machines will require strict oversight and may not be allowed at all if deemed excessively harmful.
Digital platforms and service providers are responsible for removing irregular advertisements upon notification from regulators, with protections for legitimate content such as academic or journalistic writings.
Operators will face penalties that can reach up to BRL2 billion ($392.8 million) for violations. The bill also introduces criminal penalties for promoting unauthorized betting operators, punishable by one to five years in prison, with harsher sentences for individuals with significant public influence, like athletes or celebrities.
To prevent conflicts of interest, stringent recruitment restrictions will apply to professionals transitioning between regulatory bodies and betting operators, with a 24-month waiting period imposed for such moves.
