On Wednesday, the Science and Technology Committee (CCT) greenlit a proposal aimed at tightening restrictions on the advertising and sponsorship of betting activities. This legislative initiative sets out criteria for the risk classification of betting products while clarifying the responsibilities of operators and platforms. Critics warn that the new regulations may unintentionally bolster the illegal betting market, as it would remain unaffected by these restrictions. The committee has also pushed for an urgent analysis of the proposal by the Senate Plenary.
Spearheaded by Senator Damares Alves and six co-authors, Bill 2.470/2026 seeks to amend the Betting Law governing fixed-odds betting with provisions designed to safeguard mental health, protect consumers, and support family finances. The bill gained approval with a substitute report 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 explained.
The CCT hosted a public hearing on Tuesday to explore the bill further, gathering input from representatives across the government and betting sectors, who presented varying viewpoints on the proposed regulations.
The approved legislation specifies numerous restrictions on the advertising of online betting. It bans all forms of marketing for betting on a range of platforms, including radio, television, newspapers, magazines, and various digital channels such as social networks, streaming services, and websites. Messages deployed via instant messaging, SMS, email, or targeted advertisements are also restricted, as are promotional methods like bonuses and cashback incentives aimed at enticing users.
Moreover, it prohibits misleading advertisements that suggest betting is risk-free or a guaranteed method of income. However, institutional communications via the operator's official channels will still be permitted, albeit limited to identifying the operator and detailing self-exclusion mechanisms and warnings about gambling.
Under the new rules, sponsorships from betting companies will be banned for a variety of entities, including sports teams, cultural events, educational and social projects, and even digital influencers and celebrities. This ban includes all forms of brand exposure, requiring existing contracts to comply within 24 months.
The regulations also impose strict protections for vulnerable populations. Operators are prohibited from targeting individuals who have self-excluded or shown signs of problematic gambling behaviors. They must avoid using sensitive situations, such as economic distress or mental health crises, to attract gamblers.
Operators will need to implement robust age verification and self-exclusion mechanisms. The legislation also forbids bets made with credit cards and requires clear protocols for identifying risky behaviors among users.
In terms of product risk classification, the bill mandates that products undergo evaluation based on their potential for harm, taking into account characteristics like immediate results, repetitive gameplay, and the mechanisms behind outcomes. Only products deemed safe may be offered; high-risk classifications will call for specific harm reduction strategies.
Regulatory oversight will entail the removal of rogue advertisements from platforms following notifications from authorities. There are provisions for penalties, which could reach BRL2 billion ($392.8 million) under Law 14.790 of 2023.
A significant addition to the bill is the establishment of a new crime concerning the promotion of unauthorized betting operators, which carries a prison sentence of one to five years. If the promotion is conducted by a public figure or influencer, penalties may escalate significantly due to their extensive reach.
A further adjustment aims to prevent conflicts of interest by imposing restrictions on professionals moving between betting companies and regulatory bodies. Those with significant ties to the industry would be barred from certain regulatory roles for 24 months, implementing a similar quarantine for regulatory staff moving into the private sector.
