Brazil Senate approves sweeping betting ad restrictions

Brazil’s Senate has approved Bill 2,985/2023, ushering in a new era of strict advertising restrictions for the country’s rapidly growing betting industry.

The legislation, passed on May 29th, 2025, introduces sweeping limits on gambling advertisements across television, radio, digital platforms and sports venues, with the stated aim of curbing gambling addiction and protecting vulnerable groups, especially minors.

The new rules ban betting ads during live sports broadcasts and prohibit the use of celebrities, influencers, and active athletes in gambling promotions.

Only retired athletes who have been out of professional sports for at least five years may appear in such content.

Advertising will be permitted on TV, streaming, and online platforms only between 7:30 p.m. and midnight, and on radio during limited morning and evening slots. Print advertising is banned outright.

The bill’s passage has triggered widespread concern among betting operators, football clubs and industry groups.

The Brazilian Institute for Responsible Gaming (IBJR) warned that the restrictions could drive bettors to the black market, undermining the regulated sector and weakening consumer protections.

According to the IBJR: “The proposal weakens communication between legalized betting companies and bettors, compromising the sustainability of a regulated sector committed to responsible gaming.”

More than 50 football clubs issued a joint statement estimating annual revenue losses of R$1.6 billion ($285 million) if the restrictions are fully enforced.

Clubs also highlighted the risk of legal disputes over existing sponsorship contracts and warned that smaller teams could face financial collapse.

The bill now advances to the Chamber of Deputies for further consideration. If enacted, the new rules could take effect in 2026.

Analysts project a 15-20% decline in legal operator revenue by 2026, and industry observers note that the restrictions contradict Brazil’s recent move to regulate betting, which came into force in January 2025.

Internationally, Brazil’s approach diverges from countries like Spain and Italy, which have relaxed similar rules after experiencing unintended economic consequences and persistent illegal gambling activity.

As the debate continues, Brazil’s betting and sports sectors are bracing for significant changes, warning that overly broad restrictions may ultimately harm both regulated operators and the broader sports ecosystem.