Influencers, Athletes, and Referees Now Barred from Promoting Fixed-Odds Betting
In a decisive move aimed at tackling the social harms linked to gambling, the Brazilian Senate has approved Bill PL 2.985/2023, which introduces strict restrictions on advertising fixed-odds sports betting. The legislation marks a significant shift in Brazil’s regulatory approach following the recent legalisation of the betting sector.
Although the bill originally sought a full ban on all gambling-related advertising, it was amended to focus specifically on fixed-odds betting, a category that has seen explosive growth in Brazil’s sports and entertainment landscape.
Key Provisions: What the Bill Bans
The newly passed bill, which now moves to the Chamber of Deputies for urgent review, outlines a sweeping set of restrictions:
Prohibition of ads during live sports broadcasts
Ban on displaying updated betting odds during broadcasts
No betting ads in print media
Prohibition on celebrity and influencer endorsements
No sponsorships involving referees or match officials
No animated characters or mascots in promotions
Ban on promotional notifications, calls, or messages
Strict content standards, forbidding any form of sexist, misogynistic, or discriminatory material or any objectification of the human body
Total ban on ads in stadiums and sports arenas
Legislators Cite Public Health and Ethical Concerns
Senator Carlos Portinho criticised the industry’s failure to self-regulate: “The sector was not able to self-regulate with regard to advertising,” he noted, adding that token mentions of “responsible gambling” were insufficient safeguards.
The bill’s sponsor, Senator Styvenson Valentim, expressed grave concerns over the psychological and financial toll of betting on vulnerable populations. “There are people degrading themselves, losing assets, becoming psychologically ill, even being victims of suicide or collections from loan sharks,” he stated, criticising misleading advertising by influencers who falsely promote betting as a gateway to wealth and luxury.
Football Clubs Oppose, Senate Moves Forward
Despite strong resistance from Brazilian football clubs, which cited potential financial and legal disruptions, the bill passed with overwhelming support. Thirty senators voted in favour, while only six opposed.
Senator Leila Barros, president of the Sports Commission, reinforced the urgency of the matter: “We saw this mass dissemination of betting advertising, which brought absolutely nothing but higher addiction rates and suicides. We can’t blame the sector, but we have to make the mea culpa here in the House.”
What’s Next?
The bill’s next stop is the Chamber of Deputies, where it has been submitted under urgent status for final approval. If passed, it could reshape the marketing landscape for betting operators in Brazil and set a precedent for other Latin American countries watching closely.
