The original bill, authored by Senator Styvenson Valentim, consisted of a single article that banned all "communication, advertising, and marketing actions" for betting companies across all media platforms. This would have affected the visibility of betting brands on jerseys, TV, and social media.
However, in the report presented to the Sports Committee, Senator Carlos Portinho softened the restrictions: "Betting is a legal activity. It is not yet the time to block all advertising. […] What I aimed to do is regulate this advertising."
Senators requested more time to review the proposed changes. The bill is expected to return to the agenda next week.
Here are some points:
Sponsorship: still allowed
Championships and stadiums, sports programs, and jerseys—except for children’s—can continue to receive sponsorships.
Portinho says this will increase competition and that ad prices should rise:
“We’re going to reduce from 37 to 4 or 5 'Bets' […]. I’m providing alternatives so we don’t ban everything.”
Here are some details of the proposed regulation in the Senate:
* time restriction – advertising will be allowed from 9 p.m. to 6 a.m., and 5 minutes before and after live sports events;
* field-side advertising boards – no longer allowed for bets—only those displaying the name of the championship, such as “Copa Betano do Brasil”;
* odds – prohibits displaying dynamic odds or real-time updated probabilities;
* risk warning – all bet advertising must include the message: “Betting causes addiction and harm to you and your family.”
Influencers and players
The substitute text states that active athletes and public figures “with influence potential” cannot appear in advertising material.
According to the report, bet ments would be prohibited if they “use the image or involve the participation of athletes, artists, broadcasters, influencers, public authorities, or any individual, even as an extra.”
However, the text does not define how to measure the “potential of influence” or how many followers a person would need to be considered an influencer.
During the reading, Portinho mentioned influencer Virginia Fonseca, who frequently promotes bets on her social media profiles. “She’s pushing hard to boost the bets. She reaches the youth audience,” said the senator.
Last week, Virginia told the I of 'Bets' that it is up to the government to ban online betting.
“If it’s really that harmful, ban it all, shut everything down. I have never accepted advertising from unregulated betting companies. And I get a lot of offers. If you decide that it must end, I agree that it should end,” said the influencer.
Former athletes: allowed in advertising
According to the text, athletes who have been out of competition for more than 5 years are allowed to for 'Bets'. Portinho justified that advertising is a source of income for former players.
“Given the reality faced by many former athletes who, distanced from professional sports, find in advertising a legitimate form of supplementary income. However, this participation must occur without any association to content with youth appeal,” he stated in the report.
Bill returns to the Sports Committee agenda next week
The Sports Committee will resume reviewing next week two bills that regulate advertising by sports betting companies in Brazil. Senator Jorge Kajuru (PSB-GO) requested a review of the report even before it was officially presented by rapporteur Carlos Portinho.
Although Kajuru believes the report "does not harm" the stakeholders involved, he stated that he is still seeking some clarifications with the rapporteur. He expressed concern over the financial situation of sports clubs and media outlets, which he says rely on this type of funding.
"Everyone knows I defend my class, which is the press — the field I've lived and worked in for 50 years on national television — and I also care about the financial condition of many clubs in Brazil. But let me be clear: Senator Portinho's report just needs a conversation between us. There won’t be any disagreement. His report doesn’t harm anyone; it’s not detrimental to any profession or group," he stated.
Portinho emphasized that, despite being personally against any type of betting ment, he recognizes that the activity is now legal and, therefore, must be regulated. He noted that legislation is a collective effort and praised Senator Kajuru’s willingness to contribute to the final draft.
However, he lamented that the betting industry itself, even after one year since online gambling was authorized, had failed to implement self-regulation. In his view, this omission has further expanded advertising methods that exploit vulnerability and promote addiction.
He explained that the logic behind the bill is not only to curb advertising exposure among children and youth but also to elevate the value of sponsorship by regulating advertising practices. For Portinho, it's time for all players in the market and lawmakers in Congress to show at least a minimum level of social responsibility by approving the proposal.
Additional restrictions
According to the revised bill, during live sports broadcasts, the display of dynamic odds or real-time betting probabilities will not be allowed. Portinho stated that this measure aims to discourage impulsive betting behavior during games.
Programs on any type of media that encourage or teach gambling practices will also be prohibited. He cited YouTube tutorials as examples that are easily accessible.
The new draft also prohibits messages that portray betting as a form of investment, a way to earn extra income, or a guarantee of financial return, “aiming to curb advertising that misrepresents the nature of gambling and may lead individuals to take undue financial risks.”
Similar to cigarette packaging, the proposal requires a clear and prominent warning about the risks of gambling. The mandated message must read: "Betting causes addiction and harm to you and your family." The bill also outlines specific requirements regarding size and visibility for different media formats.
Static or electronic advertising in arenas and stadiums will be prohibited, with exceptions made for companies that, through sponsorship, hold the naming rights of a competition, stadium, venue, or sports arena, or are sponsors of participating teams.
Sponsorship of sports teams will be allowed, including the display of brand logos on uniforms and equipment. However, ads on the uniforms of athletes under 18 years old will be banned.
Sponsorship of TV programs related to sports, journalism, or culture will also be allowed.
Source: GMB
