Brazil's Senate is taking significant steps towards regulating the advertising of betting products by advancing legislation that imposes strict restrictions designed to enhance player safety. On September 2, the Senate’s Science and Technology Committee moved forward with Bill PL 2,470/2026, requesting an expedited review of the proposal.
This bill aims to ban all forms of advertising related to betting and online gaming across various media platforms, including television, radio, print, outdoor media, streaming services, podcasts, the internet, and social media channels. Additionally, direct advertising and behavior-based marketing tactics will also be prohibited.
Moreover, the legislation seeks to eliminate bonuses and promotions typically associated with betting products. This includes the prohibition of no-cost gambling offers, cashback options, free spins, and loyalty programs, along with any sponsorship deals linked to sports, sporting events, athletes, or influencers.
Key elements of the proposed law involve implementing mandatory age verification measures. It will also allow for voluntary limits on players' overall gambling expenditure and time spent gambling, enabling individuals to exclude themselves from all licensed operators.
Operators will be restricted from contacting self-excluded players or individuals considered vulnerable. Additionally, the provision of betting products to these groups will not be allowed, regardless of conditions.
The next steps for the proposal involve further progress through the Senate, where it has the potential to significantly alter the landscape for licensed betting operators in Brazil and their advertising practices.
