On Wednesday, the Science and Technology Committee (CCT) of the Brazilian Senate approved legislation aimed at tightening restrictions on the advertising and sponsorship of betting activities.
The proposal sets out criteria for classifying the risk levels of various gambling products while outlining the responsibilities of operators and platforms. Critics argue that these regulations may inadvertently allow the illegal betting market to continue thriving, as it would remain exempt from the new rules. The committee also approved a request to fast-track this measure for deliberation by the Senate Plenary.
Senator Damares Alves, alongside six other senators, sponsored Bill 2.470/2026, which seeks to amend the Betting Law governing fixed-odds betting. The bill introduces measures intended to protect mental health, safeguard consumers, and shield the family economy. It received a favorable recommendation in the form of a substitute from Senator Alessandro Vieira.
"This is a non-partisan initiative. It stems from society's current understanding of the extent of the damage caused by so-called betting," the rapporteur stated.
On Tuesday, the CCT conducted a public hearing to explore the bill. Representatives from both the government and the betting sector voiced differing opinions on the proposed regulations.
The approved provisions include several significant advertising restrictions for online betting and gambling:
– **Advertising Prohibition**: The bill prohibits any direct or indirect marketing communications regarding betting across various platforms, including radio, television, print media, streaming services, social networks, and even apps and websites.
– **Targeted Marketing**: This ban also extends to instant messaging, SMS, emails, algorithmically targeted ads, and telemarketing, which often shows ads to users who have previously viewed similar content.
– **Additional Restrictions**: Advertising in electronic games, esports, sports apparel, and public transportation is also prohibited. Promotional offers such as bonuses or free bets intended to attract or retain bettors are barred as well.
– **Misleading Information**: Communications that depict betting as a risk-free endeavor, a reliable income source, or a guaranteed path to recovering losses are expressly forbidden.
However, communications strictly related to institutional matters via an operator's official channels, such as their website, are not affected. Here, information must focus on company identification, regulatory rules, self-exclusion procedures, and necessary warnings. Operators remain liable for actions taken by affiliates, influencers, and other third parties involved in marketing.
Sponsorship from betting companies is also set to be prohibited across a variety of sectors, including sports teams, cultural events, educational programs, and political campaigns. Any existing sponsorship arrangements will have a 24-month grace period for adaptation or termination, with renewals or extensions only allowed if contracts are due to expire within this timeframe.
In addition, the legislation explicitly prevents gambling companies from sponsoring initiatives related to mental health, suicide prevention, financial education, and similar vulnerable areas.
On the protection front, operators are barred from re-engaging individuals who have self-excluded or requested marketing blocks. Additionally, they cannot send repeated or intrusive messages to gamblers showing decreased activity or signs of problematic behavior.
The new regulations will mandate operators to employ robust systems for age verification, self-exclusion, and monitoring user behavior, particularly for those displaying risky gambling trends. The use of credit cards for betting will be outlawed, as will any platform design that complicates a user's decision to stop gambling or implementing limits.
A notable aspect of the bill involves establishing a product classification system based on their potential harm. Criteria include instant results, repetitive gameplay, random outcome mechanisms, and the inducement of impulsive betting. Products identified as high-risk will face tailored harm-reduction strategies, while those deemed excessively risky will be banned entirely. This includes games like roulette and slot machines.
Additional measures call for continued oversight, including the obligation for application providers and media platforms to promptly remove irregular advertisements after receiving official notice. The proposed legislation also integrates new infractions into the current fines system under Law 14.790 of 2023, allowing for fines up to BRL2 billion ($392.8 million).
One critical addition to the bill is the designation of promoting unauthorized betting operators as a criminal offense, carrying a prison sentence of one to five years. This penalty is subject to increase if the promotion comes from a digital influencer or well-known public figure due to their expanded reach.
To prevent conflicts of interest, the bill introduces a rule that restricts professionals from transitioning between betting companies and regulatory bodies for 24 months following their involvement with an operator or market representative.
