A court in Brazil’s state of Bahia has ordered the regional government to revise contracts and public notices tied to São João celebrations in order to restrict betting advertising during the events.
The ruling, issued by the 6th Public Finance Court of Salvador, gives the state 48 hours to amend festival-related agreements linked to an estimated BR146m ($29m) in public spending for the celebrations.
São João, literally translated as “Saint John Festival,” is one of Brazil’s largest and most culturally significant annual celebrations, particularly across the Northeast. The June festivities combine live music, traditional food, dance performances and large public gatherings.
Under the decision, betting brands may only be displayed after 10pm and advertising during children’s programming will be prohibited. The ruling also bans leafleting, direct promotional approaches to attendees and the distribution of branded gifts during the events.
Artists and bands contracted for the festivals will also be prohibited from conducting active betting-related merchandising during performances. In addition, organizers must display warnings about gambling addiction and mental health risks on stage screens throughout the celebrations.
In the ruling, the judge stated that it would be incompatible for the state to simultaneously guarantee rights related to health and social protection while enabling unrestricted betting promotion through publicly funded events without “minimum safeguards.”
“The attraction of private resources is legitimate and should be encouraged, provided it remains within ethical boundaries and sanitary limits that avoid commercial harassment directed at vulnerable populations,” the decision stated.
Municipalities failing to comply with the ruling could lose state funding tied to the festivities, while the Bahia government faces daily fines of BR50,000 if it does not amend the notices.
Earlier this week, operator Esportes da Sorte confirmed sponsorship plans for June festivities across 12 Brazilian cities, including the capital of Bahia.
Brazilian lawmakers are currently advancing different bills targeting betting sponsorships and gambling advertising nationwide
