Lawmakers in Brazil are thinking about a much tougher approach to gambling advertising. On 2 September, the Committee on Science and Technology of the Brazilian Senate adopted PL 2,470/2026 which might seriously restrict the advertising activities of licensed betting companies as well as their sponsorship and promotion in order to attract clients.
The proposal would affect both offline and online forms of promotion. According to the Senate’s report, restrictions would apply to television, radio, streaming, social networks, search engines, and other online mediums. Restrictions are also proposed for affiliates, tipsters, and comparison sites. Such promotions as free bets, cashbacks, free spins, and rewards for loyalty would be banned.
Sports may be one of the fields in which the restrictions will be seen the most clearly. In particular, betting companies would not be able to sponsor clubs, leagues, contests, sporting broadcasts and even some other types of cultural and social events according to the current wording of the bill. Existing sponsorship agreements would have up to 24 months to be adjusted or terminated.
Advertising is not the only measure mentioned in the bill. There is also the concept of classification of gambling products into levels of risks. High-risk gambling games may be subject to additional restrictions, while excessively risky products would be prohibited. Some specific features mentioned in the bill include the ones typical for roulette, slots, crash-type games and virtual sports.
Support for stricter measures was also visible in an April DataSenado online poll. According to its results, 86% of respondents agreed with total banning of gambling advertisements, while 92% considered that gambling ads contribute to developing gambling addiction. These numbers give the answer to why the legislators go beyond small amendments to the wording of gambling ads.
Still, nothing happens instantly as the official Senate’s record of PL 2,470/2026 says that the committee adopted the report and the proposal about urgency, but the bill must go through all legislative processes first.
If the current wording of the bill passes all these processes, then licensed operators will have to change something other than just the budget for advertisements. Such methods of attracting and retaining customers as sponsorship, affiliates, bonuses, and paid media play different roles and losing a number of these instruments together will change the competitive landscape of the Brazilian licensed betting market. For more information regarding gambling regulation and online casinos, visit the DashTickets website.
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