Brazil’s Ministry of Finance has opened an administrative investigation into licensed operator Esportes da Sorte over a betting advertisement aired on SBT during the World Cup.
According to local reports, the investigation relates to a commercial shown before England’s group-stage victory over Croatia, in which presenters recommended a specific betting market while encouraging viewers to place their wagers before an on-screen QR code disappeared.
The Secretariat of Prizes and Betting (SPA) is assessing whether the advert breached Brazil’s responsible gambling rules by encouraging immediate betting, overstating potential returns and failing to provide sufficiently clear information about the risks associated with gambling.
Authorities are also examining whether the commercial relied on the credibility of the match broadcast and its presenters to persuade viewers to place bets, something regulators have increasingly scrutinized during the tournament.
SBT has been formally asked to provide clarification on the campaign. The Ministry wants to establish whether the broadcaster coordinated the advert with the operator and whether any corrective measures were taken after it aired.
Esportes da Sorte has been invited to submit its defense before the administrative proceedings move forward. Depending on the outcome of the investigation, the case could either be dismissed or result in sanctions.
The latest probe follows similar investigations opened against Bet365, Betnacional and KTO over betting promotions broadcast during CazéTV’s World Cup coverage.
Those cases center on allegations that the operators created a sense of urgency to bet and failed to display responsible gambling warnings prominently enough.
The 2026 FIFA World Cup is the first edition held since Brazil regulated fixed-odds betting, requiring licensed operators to comply with responsible gambling rules
