Brazil’s betting sector has come under renewed scrutiny after advertising placements contributed to a higher age rating for one of the country’s largest television programs.
Big Brother Brasil 26 (BBB 26), broadcast by TV Globo, has been reclassified for audiences aged 16 and over by the Ministry of Justice’s Department of Promotion of Justice Policies (DPJUS).
The change marks the second adjustment in less than 10 days, with betting-related advertising cited as one of the factors behind the decision.
The program, which is sponsored by Betano, has featured extended brand activations in recent weeks. According to the regulator, the presence and format of these betting-related promotions contributed to the revised classification, alongside other elements such as strong language and alcohol consumption.
TV Globo has been given five days to update the program’s age rating display or file an appeal.
The decision does not affect the show’s broadcast schedule, as age classification in Brazil has not been tied to time slots since a 2016 Supreme Court ruling. However, the move signals increasing attention on how betting brands are integrated into mainstream entertainment content.
BBB remains one of Brazil’s most influential media platforms, reaching approximately 115 million viewers and generating significant engagement across digital channels. This scale amplifies the visibility of betting operators and places additional focus on how advertising is presented to broad audiences.
A bill advancing in the Senate proposes a full ban on advertising for fixed-odds betting and online gambling, which would significantly impact sponsorship models across television and sports.
President Lula has raised the possibility of shutting down betting operators in the country, mentioning concerns over social impact and household debt
