Brazilian senators have taken a significant step towards regulating the gambling industry with the advancement of legislation aimed at tightening restrictions on advertising and sponsorship related to betting products. On September 2, the Senate's Science and Technology Committee approved Bill PL 2,470/2026 and called for an expedited review of the measure.
The proposed legislation is comprehensive, aiming to ban advertising for betting and online gaming across all media platforms, including television, radio, print, outdoor advertisements, streaming services, podcasts, and online social networks. Additionally, it seeks to eliminate direct advertising and various forms of behavioral marketing.
If enacted, the law would prohibit all bonuses and promotions associated with betting products, which encompass no-cost gambling opportunities, cashback offers, free spins, and loyalty programs. It would also eliminate sponsorships for betting products linked to sports, events, athletes, and influencers.
Beyond advertising restrictions, the legislation proposes mandatory age verification for gambling participants. It empowers players to set voluntary limits on their spending and gambling time and introduces provisions for self-exclusion from all licensed operators. Furthermore, gambling operators would be forbidden from soliciting individuals who have opted for self-exclusion or those deemed vulnerable, along with a ban on offering betting products in any form.
The bill will proceed through the Senate, and if passed, it could fundamentally alter the way licensed betting operators in Brazil conduct their advertising and customer engagement practices.
