Brazil's Senate has taken a significant step towards stricter regulations on betting advertisements by endorsing new legislation aimed at enhancing player safety. On September 2, the Senate's Science and Technology Committee approved Bill PL 2,470/2026, which they have urged for prompt consideration by the full Senate.
The proposed bill seeks to impose a comprehensive ban on advertising for betting and online gaming across various media platforms. This includes television, radio, print, outdoor media, streaming services, podcasts, and digital channels such as social media. Additionally, all forms of behavioral marketing and direct advertisements would be prohibited.
In alignment with these advertising restrictions, the legislation aims to eliminate bonuses and promotions tied to betting products. This ban encompasses no-cost gambling offerings, cashback deals, free spins, and loyalty programs, as well as sponsorships connected to sports events, athletes, and influencers.
To further protect consumers, the bill mandates age verification processes and introduces voluntary spending limits for players, alongside options for individuals to self-exclude from gambling activities with licensed operators. Betting operators would also be prohibited from targeting self-excluded players and vulnerable individuals, as well as from offering their betting products in any form.
As this proposal advances through the Senate, it has the potential to significantly alter the landscape of advertising and customer interaction for licensed betting operators in Brazil.
