The city of Aracaju has prohibited advertising for fixed-odds betting operators across public spaces and municipally licensed advertising structures.
The measure, which came into force following its publication in the city's Official Gazette, bans the display of betting brands, platforms, applications, logos and other identifying elements on advertising structures that require municipal authorization.
The restrictions apply to billboards, front lights, advertising panels, building wraps and urban street furniture, among other licensed advertising formats.
Under the new rules, businesses found in breach of the decree face fines ranging from BR300 to BR5,000, while repeat offenders risk losing their advertising licenses and having unauthorised structures removed.
Enforcement will be carried out by the Municipal Urban Services Company (Emsurb).
Mayor Emília Corrêa, who signed the measure, said the municipality had introduced the measure to reduce public exposure to gambling advertising, particularly among children, teenagers and socially vulnerable groups.
"Today we see betting advertisements everywhere: on television, social media, football stadiums, with influencers and celebrities promoting them. But the public sector cannot act as an incentive for an activity that has caused so many social impacts," she said.
Banning betting ads is getting trendy in Brazil
Aracaju joins a growing number of Brazilian municipalities seeking to restrict gambling advertising despite betting regulation remaining a federal responsibility.
Similar measures have recently been introduced in Rio de Janeiro and other municipalities as local authorities seek greater control over gambling promotion within their jurisdictions.
The National Association of Games and Lotteries (ANJL) said its legal department is evaluating possible legal action against municipal advertising restrictions, arguing that "any restrictions on advertising should be discussed within the scope of the Federal Government."
The city said the decree was motivated by concerns over the social consequences associated with gambling, including debt, addiction and other harmful effects linked to widespread advertising exposure
