In a landmark move, Brazil’s Senate has passed Bill PL 2.985/2023, introducing sweeping restrictions on how fixed-odds sports betting can be advertised across the country. Initially proposed as a complete ban on gambling promotion, the bill has been reshaped to impose targeted limitations on advertising practices, including the use of public figures, live broadcast placements, and in-stadium branding.
Spearheaded by Senator Styvenson Valentim and refined by Senator Carlos Portinho, the bill aims to address what lawmakers are calling a public health crisis driven by excessive exposure to gambling ads. “A year after the law passed, our society is sick—totally addicted to bets,” said Portinho. “Football clubs are addicted. Media companies are addicted to the money from bets.”
The legislation now awaits further analysis and approval in the Chamber of Deputies, with an urgent request already placed to expedite its review.
Influencers and In-Stadium Ads Among Main Targets
The bill explicitly prohibits the use of images of athletes, influencers, artists, and public figures in sportsbook advertisements. Exceptions apply only to former athletes who have been retired for at least five years, following a proposal from Senator Romário to provide struggling ex-players with potential income opportunities. “This could help them,” Romário said, emphasizing that many are not financially secure.
Advertising inside stadiums and sports arenas is also restricted. Betting operators will only be allowed to display ads in these venues if they are official sponsors of the club, competition, or facility. The move has drawn strong opposition from more than 50 Brazilian football clubs, who warned of a projected annual revenue loss of R$1.6 billion. “The ban on displaying operators’ brands… removes crucial revenue streams from the clubs,” read a joint statement.
Portinho countered these claims by pointing to the sector’s poor financial management. “The clubs have been financially broken for a long time due to poor management,” he said, adding that the bill’s goal is to reduce ambush marketing and emphasize legitimate sponsorships.
Advertising Hours and Content Restrictions
The bill enforces strict time windows for sportsbook advertisements. TV, streaming, and internet ads are limited to between 7:30 p.m. and midnight. On radio, ads may air from 9 a.m. to 11 a.m. and from 5 p.m. to 7:30 p.m. Betting promotions during live sports broadcasts will be permitted only 15 minutes before and after the event.
Content restrictions are equally stringent. Ads cannot portray betting as a path to personal success, financial stability, or job alternatives. Visual elements such as animations, mascots, or AI-generated characters targeting minors are also banned. Betting ads must include the warning: “Gambling causes addiction and harm to you and your family.”
Sponsorship Rules and Platform Liability
Under the new framework, betting companies are forbidden from sponsoring referees or match officials. Logos may appear on team uniforms only if players are over 18, and youth-sized jerseys cannot display gambling branding. Sponsorship of cultural, news, or sports programs will remain permissible, provided it does not include promotional content or incentives to bet.
Digital platforms and advertisers must act quickly to remove illegal ads upon notification from the Finance Ministry. Failure to do so will result in shared legal liability, further reinforcing the government’s push to control gambling exposure online.
Lawmakers Call for Accountability and Future Action
Senator Leila Barros, President of the Senate’s Sports Commission, said the widespread nature of betting ads brought “absolutely nothing” positive. “In fact, it brought a lot of people with addiction problems, higher suicide rates,” she noted.
Styvenson Valentim, the bill’s original author, acknowledged that while the final version was a compromise, it still sends a strong message. “We couldn’t cut the problem at the root, but we trimmed it to see what happens,” he said. “This may be a warning to the market and the public that betting is harmful.”
Senator Eduardo Girão, who had pushed for a complete ban under a separate proposal, supported the adopted restrictions, comparing gambling addiction to nicotine. “It’s self-cannibalism,” he said, referring to the dependence of clubs and media on betting revenue.
The approved text now moves to the Chamber of Deputies for further deliberation.
Source:
Senate Sports Committee restricts advertising of ‘Bets’ in stadiums and bans influencers, gamesbras.com, May 28, 2025.
