Goodbye to betting sponsors? Globo weighs Big Brother Brasil ad ban

Brazil's largest broadcaster, Globo, is reportedly considering excluding betting operators from sponsoring the next edition of Big Brother Brasil (BBB).

BBB is one of the country's biggest television programs and arguably its most influential reality show. 

Airing annually since 2002, it consistently attracts millions of viewers and dominates social media, making it one of Brazil's most valuable advertising platforms and a major driver of consumer trends and brand awareness.

According to local reports, the proposed restriction would be part of a new internal advertising policy currently under review by Globo's legal department and, if adopted, the changes would prevent operators from participating in branded activations and sponsored content within the program.

During the most recent season, operator Betano sponsored BBB and featured prominently throughout challenges and competitions. The company is also the main betting sponsor of A Fazenda, a competing celebrity reality show broadcast by Record TV that follows contestants living and competing together on a working farm.

The reported policy shift reflects growing concern over the visibility of gambling advertising on mainstream entertainment programs, particularly those with broad family audiences. 

Globo is said to be seeking to avoid criticism from regulators and consumers by reducing the prominence of betting brands in its entertainment content, especially after Brazil's Ministry of Justice raised the program's age classification to "not recommended for viewers under 16" because of betting-related advertising.

Financially, the broadcaster is believed to be comfortable with the move, as BBB generated more than BR1bn ($196m) in advertising revenue during its latest season and Globo reportedly considers demand from other advertisers strong enough to replace betting sponsorships without significantly affecting commercial performance.