Brazil’s Senate Nears Approval of Broad Gambling Ads Ban
Brazil’s Senate is making significant progress toward implementing a nationwide ban on gambling ads.
Recently, a key committee within the Senate, the Science and Technology Committee, approved a bill aimed at amending the existing Sports Betting Law. The proposed legislation seeks to prohibit the promotion of sports betting and online gaming across all media platforms, including sponsorship deals involving sports clubs and events.
If the bill passes through further scrutiny by the Constitution, Justice, and Citizenship Committee and gains full Senate approval, it would introduce a comprehensive ban on gambling advertising. This legislation would restrict advertisements on radio, television, newspapers, magazines, social media, and within sponsorship arrangements, although discussions are ongoing about whether Olympic sports teams should be partially exempt from the sponsorship restrictions.
The bill also establishes a strict enforcement framework, with operators facing hefty penalties for violations. Companies found in breach could be subjected to fines of up to USD 2 million, alongside the potential suspension or permanent revocation of their licenses. Supporters argue that such stringent sanctions are necessary to ensure compliance, especially given the rapid growth of Brazil’s regulated gambling market since its inception.
Senator Damares Alves has described the legislation as a response to broader social concerns, specifically highlighting the mental health risks associated with gambling promotion. She stated, “By imposing clear limits on the commercial performance of bookmakers and preventing the exploitation of the electoral environment by this activity, the proposition offers a legislative response proportional to the seriousness of the problem diagnosed by the Federal Senate.”
Brazil’s online gambling industry has experienced rapid expansion since regulation began in January 2025, initially licensing just 14 operators. Within a year, that number had increased to over 80, reflecting strong international interest from betting and gaming companies. The first full year of regulation produced an estimated USD 7 billion in gross gaming revenue, establishing Brazil as one of the most promising emerging markets globally. However, the debate over advertising restrictions comes at a sensitive time.
One of the main objectives of regulation was to divert players away from illegal operators, but industry representatives warn that tougher advertising rules combined with rising taxes could hinder this goal. They argue that these measures might limit the visibility and competitiveness of licensed operators, making it more difficult for them to compete with unregulated sites that face no such restrictions.
Recent fiscal policy changes further complicate the situation. President Luiz Inácio Lula da Silva has approved a phased increase in taxes on gambling activities, raising the rate from 12% to 15% by 2028 through annual increments. Operators contend that higher taxes and an advertising ban could slow market development and make it more challenging for licensed companies to compete effectively against unregulated competitors.
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This ongoing debate in Brazil echoes a broader international trend toward stricter controls on gambling advertising. In Canada, discussions continue about strengthening advertising restrictions following the legalization of sports betting in 2022, with over 40 senators advocating for tougher rules late last year. Several European countries have already taken decisive steps; Belgium introduced a comprehensive ban on gambling advertising across television, radio, print, and public spaces in 2023.
The Netherlands has restricted non-targeted gambling advertising and is considering additional limitations. Spain, since 2020, has enforced strict advertising controls that ban gambling ads from television, prohibit celebrity endorsements, and restrict jersey sponsorships. Italy has maintained a nationwide ban on gambling advertising via television, radio, and digital media since 2018. In South America, Argentina is also exploring the possibility of implementing a complete ban on gambling advertising and sponsorships, reflecting a global shift toward tighter regulation of gambling promotion. Brazil’s gambling ads ban
