Brazil: TCE auditor targets celebrity betting promotions

A public auditor in Brazil has criticized the role of celebrities and influencers in promoting betting platforms, adding to the growing debate over gambling advertising as the country’s regulator prepares to review marketing rules.

Juliana Prates, an auditor at Bahia’s State Court of Accounts (TCE) and an anti-gambling advocate, published a series of social media posts questioning the responsibility of public figures who promote betting operators to audiences numbering in the millions.

The comments focused on footballer Neymar and Brazil’s biggest influencer in numbers, Virgínia Fonseca, with Prates arguing that celebrities should be more aware of the potential financial risks associated with gambling products.

Particular attention was given to Neymar’s promotion of Blaze shortly after his inclusion in Brazil’s squad for the 2026 FIFA World Cup.

“The most anticipated moment for fans of all social classes and ages was used to sell a product that destroys low-income families,” Prates wrote.

The auditor also questioned affiliate and revenue-sharing arrangements that can exist between operators and content creators.

“The influencer is not hoping that you win, because their contract hopes that you lose,” she stated.

Her criticism extended to the broader influence celebrities can have on consumer behavior, arguing that audiences often perceive betting endorsements as personal recommendations rather than commercial advertisements.

“When Neymar says ‘bet on Blaze’, fans do not see advertising. They see Brazil’s biggest football player endorsing a choice. When Virgínia says ‘use my link’, followers do not see a contract. They see a friend recommending an opportunity,” Prates wrote.

Similar discussions are taking place in the UK as the Advertising Standards Authority (ASA) upheld complaints against social media posts published by Oddschecker and Betway, ruling that the content breached advertising regulations.