Brazil’s southern state of Rio Grande do Sul has enacted new restrictions on betting advertising, introducing one of the most detailed state-level frameworks targeting how operators promote their services.
Signed into law by Governor Eduardo Leite, the legislation imposes strict conditions on both the content and placement of betting-related advertising.
Among the most significant measures are time restrictions, limiting audiovisual ads on TV, radio and streaming platforms to between 9pm and 6am, with the stated aim of reducing exposure among minors.
The law also mandates prominent responsible gambling messaging. Advertisements must include visible and audible warnings about addiction risks, financial harm and age restrictions, occupying at least 15% of the ad space. Operators are further required to provide information on treatment and support services.
Content restrictions go beyond messaging
The use of animations, mascots, artificial intelligence-generated characters or any elements designed to appeal to under-18s is prohibited. Advertising near schools and youth-focused environments is also banned, alongside any campaigns that could be interpreted as encouraging excessive or irresponsible gambling.
Live broadcasts face additional limitations. Operators are no longer allowed to promote odds, bonuses or direct calls to bet during live transmissions within the state, a move that directly impacts how betting brands integrate into sports coverage.
Sponsorship rules have also been tightened. While betting companies can still appear on professional team kits, exposure is limited to brand identification, with no promotional messaging allowed. Any association with underage athletes is prohibited.
Enforcement will be carried out by consumer protection authorities, with penalties ranging from warnings and fines to suspension of advertising and, in repeat cases, the cancellation of a company’s state registration.
Responsibility also extends beyond operators to include advertising agencies, media outlets and digital platforms that fail to remove non-compliant content.
The state government had previously proposed separate legislation focused on regulating traditional lottery operations, excluding fixed-odds betting.
Companies already operating in the state have 120 days to adapt their campaigns and contracts to the new requirements
