Brazil’s gambling regulator and industry figures have moved to defend existing betting advertising rules after health experts raised serious concerns about societal harm.
A public hearing convened by Brazil’s Sports Committee saw competing voices clash over whether the current marketing framework adequately protects the public from gambling-related harm.
The hearing was chaired by Federal Deputy Saulo Pedroso, a vocal advocate for stricter advertising restrictions and sponsor of Bill No. 1,212/2025, which aims to severely limit gambling marketing in Brazil.
Pedroso argued that the regulatory regime, first enforced on 1 January 2025 to officially regulate online betting and gambling, has failed to protect society by permitting a disproportionate volume of advertisements.
He was supported by a number of health experts who voiced concerns about a deepening gambling-related public health crisis, which they argued that advertising is doing nothing to resolve.
Gambling disorder specialist Leonardo Carriço likened the current marketing landscape to the era when tobacco advertising was still permitted in Brazil, warning that the high frequency of gambling ads reduces public perception of the associated risks.
Representing the regulator, Fabio Macorin, Deputy Secretary for Prizes and Betting at the Ministry of Finance, acknowledged that controlling online betting advertising is a genuine challenge, but firmly defended the existing framework.
Macorin clarified: “It is prohibited, for example, to pressure the user to bet immediately, with messages such as ‘bet now’ or ‘enter now’.”
He added: “It is also forbidden to suggest that gambling is a financial solution, including promises of enrichment, full recovery of losses, social benefit or debt settlement.”
Carlos Lima, President of the Brazilian Institute for Responsible Gaming, warned that piling further restrictions onto the licensed sector risks driving bettors toward illegal platforms that offer consumers no protections whatsoever.
Lima noted that his estimates place illegal gambling at 50% of the total market value in Brazil, a figure that underlines how significant the unlicensed sector already is.
He stressed that a total ban on advertising could actively strengthen the illegal market, since restrictive measures apply only to licensed companies operating within current legislation.
Adding further regulatory pressure, all licensed operators face a deadline of 17 July to select from mandatory warning phrases that must appear across their advertising campaigns.
Two of the confirmed options include “Ministry of Finance warns: betting makes you lose money” and “Ministry of Finance warns: betting can cause addiction,” signalling a more assertive consumer messaging approach from regulators.
The debate reflects a broader tension running through Brazil’s still-maturing gambling market, where regulators, operators, health advocates, and lawmakers remain deeply divided on how best to balance commercial freedom with public welfare.
