Brazil’s Senate has begun reviewing legislation that would introduce broad restrictions on betting advertising across multiple media channels, adding further pressure on Brazil’s newly regulated online gambling market.
Bill PL 2.470/2026 proposes prohibiting betting and online gaming advertisements on television, radio, streaming platforms, social media, sports uniforms and cultural events.
Campaigns involving influencers and digital creators would also be restricted under the proposal.
The bill was introduced by a group of seven senators led by Senator Damares Alves and backed by the Mixed Parliamentary Front for the Promotion of Mental Health.
According to Senate Radio transcripts, lawmakers said the proposal was developed with input from technical advisers and parliamentary specialists focused on gambling addiction and consumer protection.
Alves said: “We are truly concerned about this issue of mental health due to gambling addiction.”
The proposal arrives amid growing political debate in Brazil over how betting operators should market their products following the launch of the country’s regulated online betting market in January 2025.
Brazil initially approved 14 licensed operators at market launch, with the number of authorised brands later expanding to more than 80 as the federal framework developed.
Advertising restrictions have become one of the most divisive issues surrounding Brazil’s betting regulation.
Several separate proposals are already progressing through Congress and the Senate, including PL 2985/2023, which seeks to establish tighter controls on fixed-odds betting advertising and sponsorship arrangements.
Earlier this year, the Senate Science and Technology Committee also advanced legislation proposing a wider national ban on gambling advertising, sponsorships and promotions across television, newspapers, digital platforms and sports partnerships.
Industry groups have previously argued that excessive advertising restrictions could weaken channelisation efforts by making it harder for consumers to distinguish licensed operators from offshore platforms.
The Instituto Brasileiro de Jogo Responsável warned in February that sweeping bans could strengthen the illegal market and undermine consumer protection goals attached to Brazil’s regulated framework.
The latest Senate proposal also reflects increasing political attention on gambling-related harm. Brazilian lawmakers and health officials have repeatedly cited rising demand for treatment services linked to compulsive gambling behaviour since betting regulation accelerated nationwide.
Earlier this month, Brazil’s Constitution and Justice Committee approved legislation creating a national support policy for individuals and families affected by gambling addiction, including prevention campaigns, psychiatric treatment and data-sharing mechanisms involving licensed operators.
Brazil’s Ministry of Health previously reported a 104% increase in consultations linked to pathological gambling and betting-related issues within the public healthcare system between 2018 and 2025
