The Brazilian Senate has approved a new bill that places strict restrictions on betting advertisements, triggering a strong backlash from industry stakeholders. The legislation includes a ban on celebrity endorsements, limits on sports sponsorships, and specific advertising time slots, prompting concerns that these measures may empower the illegal gambling market.
Bill Approved as an Urgent Matter by Senate
Originally scheduled for review by the Communication and Digital Law Committee (CCDD), Bill 2,985/2023 was fast-tracked to a full Senate vote due to the committee’s delayed formation. The Sports Commission approved the bill, which was then swiftly passed by the Senate plenary session.
The original proposal included a blanket ban on all betting advertisements. However, Senator Carlos Portinho introduced amendments that eased certain restrictions, allowing limited sponsorships and controlled ad placements.
Legal Experts: Total Ban Was Unrealistic
Udo Seckelmann, Head of Gambling and Crypto at Bichara e Motta Advogados, emphasized that the full ban would have conflicted with Law No. 14.790/2023 and disrupted the regulated market’s development.
“A total ban was disproportionate and disconnected from Brazil’s legal framework. It would have driven users toward illegal platforms and damaged legitimate stakeholders,” said Seckelmann.
Industry and Football Clubs React Strongly
The Brazilian Institute for Responsible Gaming (IBJR) expressed concern over the bill, stating that limiting legal advertising would weaken public awareness and increase the appeal of black-market operators.
Meanwhile, top-tier Brazilian football clubs released a joint statement warning that the bill could cost the sports industry over BRL 1.6 billion (approx. $281 million). They argued that banning stadium signage and kit sponsorships would severely impact revenues and violate existing long-term contracts with betting companies.
International Precedents Highlight Risks
Seckelmann pointed to Italy’s 2018 “Decreto Dignità” as a cautionary tale. The country saw no meaningful drop in problem gambling rates after banning all gambling ads, while illegal operators flourished at the expense of licensed platforms.
Key Provisions of the Amended Bill
- No betting ads during live sports broadcasts
- No use of celebrities or athletes (unless retired for 5+ years)
- TV and online ads permitted only from 7:30pm to midnight
- Radio ads allowed from 9–11am and 5–7:30pm
- Stadium sponsorship limited to one betting brand per team (on kits)
Senator Portinho: Betting Addiction Is a Social Epidemic
“One year after the legalization, our society is addicted to betting,” said Portinho. “Football clubs, media companies, and advertisers are all reliant on betting money. It’s up to us to impose discipline and prevent a betting epidemic.”
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