The Brazilian Senate has recently officially passed the PL 2.985/2023 bill, which aims to strictly limit gambling advertisements, particularly focusing on fixed-odds betting advertisements. This legislative action marks a tightening of regulations on the gambling industry in Brazil, especially in terms of advertising, aiming to mitigate social risks and protect vulnerable groups.
The bill originally proposed a complete ban on all forms of gambling advertising, but after multiple negotiations, the content was amended to "restrict" rather than "completely prohibit," allowing legal operators to still have limited advertising space. However, the new regulations explicitly list multiple prohibitions, covering various aspects of traditional and digital media.
The advertising ban includes, but is not limited to: airing advertisements during live sports events, updating live odds during radio shows, publishing print advertisements, directly pushing information via SMS or phone calls, and placing gambling brands in sports venues. Additionally, the bill also prohibits direct or indirect sponsorship with referees, the use of mascots or cartoon characters, and content that includes gender discrimination, misogyny, or objectification of the body, preventing the association of gambling with gender stereotypes.
The bill also restricts collaborations with public figures, including athletes, artists, internet celebrities, broadcasters, or government officials, to prevent these socially influential figures from endorsing and encouraging public participation in gambling activities.
Senator Stevenson Valentim, who pushed for the bill, pointed out that gambling advertisements are creating unrealistic fantasies, leading many people to mistakenly believe they can get rich overnight through gambling. He stated, "Some people become addicted, eventually losing assets, falling into debt, suffering from mental illnesses, or even committing suicide." He warned that ostentatious gambling promotions on social media are misleading the public.
Laila Barros, chair of the Senate Sports Committee, also expressed concern about the proliferation of gambling advertisements. She noted, "We see a large number of gambling advertisements spreading, but what they bring is not the hope of industry growth, but the rise in gambling addiction and suicide rates."
Although some football clubs have expressed concerns about the bill, fearing it may impact team sponsorships and operational funds, the Senate still passed the bill with a vote of 30 in favor and 6 against. The bill is now urgently submitted to the House of Representatives for review, and once approved, it will officially take effect.
As Brazil has gradually opened up its sports betting market in recent years, legislators have also begun to reassess its regulatory framework, with advertising being the first area to be heavily regulated. This move shows that the Brazilian government is trying to find a new balance between industry development and social responsibility.
