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On May 28, Brazil’s Senate hastily voted to approve bill to establish major new restrictions for the advertising of fixed-odds betting on sports and casino games. Although the bill is expected to undergo amendments in the lower house of Congress, the Senate’s fast-tracked vote on the legislation indicates that additional ad limits of some fashion are likely to be imposed in the coming months on a regulated Brazilian market that is still finding its feet following the launch of a new licensing regime on January 1, 2025.

The advancing advertising restrictions also come at a time of wider regulatory disruption for Brazil’s nascent online betting industry, with newly minted licensees already facing a 50 percent increase in the tax rate applied to their gross revenues via an executive decree signed by President Lula on June 11.

The bigger picture

The 75-plus operators now licensed to offer sports betting and online casino games in Brazil are currently subject to several overlapping rules related to advertising and marketing.

• Operator Responsibility & Advertising Rules: Ordinance 1.231/2024 holds operators accountable for all marketing, including that by affiliates and influencers, and requires them to follow responsible advertising standards set by CONAR.

• CONAR Oversight of Betting Ads: CONAR enforces advertising guidelines for betting under Annex X; while it can't fine operators, it can order the removal of non-compliant ads and has done so multiple times in 2025.

• Ban on Welcome Bonuses: Law 14.790/2023 bans welcome and upfront bonuses, but allows incentives like free bets for existing users, as clarified by Ordinance 1.231.

Taken together, Ordinance 1.231 and the CONAR code establish a series of rules and requirements on advertising that mirror various provisions in place in international jurisdictions.

In general, however, they do not impose limits on when and where online betting operators may advertise, so long as marketing activities are not targeted at children or adolescents. The rules also do not restrict which celebrities or other individuals may be involved in promoting online gambling, other than the more general requirements to avoid appealing to minors.

What restrictions are being imposed?

As approved by Brazil’s Senate, PL 2.985/2023 would codify certain requirements already included in the SPA’s ordinance or CONAR code, while imposing a range of more onerous restrictions on betting advertising. These proposed restrictions include:

• No advertisements could include live odds for sports betting, other than those featured on the website or app of the operator itself.

✅ Limits impulsive betting behavior and avoids promoting high-risk bets in real time.

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• All athletes, influencers, artists or other celebrities would be prohibited from appearing in advertisements for online betting companies, with the only exception being for former athletes who have been retired for at least five years.

✅ Reduces appeal to younger audiences and curbs glamorization of gambling.

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• Operators would be forbidden from sending pop-up notifications or text messages to bettors without their express consent to receive them.

✅ Supports user autonomy and prevents aggressive or predatory marketing.

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• Advertising on social media would be limited to age-gated platforms to ensure betting ads are viewable only by users aged 18 or older.

✅ Targets a key digital risk zone and enforces age-appropriate content delivery.

Why should you care?

If enacted, the advertising restrictions approved by Brazil’s Federal Senate would significantly impact the marketing strategies of licensed betting operators, particularly new entrants still trying to build brand recognition. Many would need to end existing influencer partnerships and explore alternative strategies, including adding contingency clauses to future marketing contracts.

The timing is especially challenging, as operators have already paid a steep R$30m (US$5.3m) licensing fee and must meet tough compliance standards, with advertising seen as a key advantage over unlicensed offshore competitors. 

The Senate’s rapid approval of PL 2.985—just hours after committee passage—also reflects growing political hostility toward the online betting sector in Brasilia.

This is particularly significant because, alongside advertising restrictions, Brazil’s Congress is also due to consider several other policy issues in the coming months that will affect the gambling market. For example:‍

• ‍Tax Increases: Brazil’s 2024 tax reform includes a new selective tax on products like alcohol, tobacco, and fixed-odds betting, with details on rates for online betting still pending further legislation. Members of the Senate and Chamber of Deputies also must decide whether to approve, amend or reject an increase in the headline tax rate on online betting from 12 percent to 18 percent, which was approved by a June 11 executive decree.
  

• Regulatory Restrictions: Various bills have been filed in both chambers of Congress to impose stricter rules on online betting, while a special Senate commission has recommended a ban on betting on so-called isolated events within sports events, such as yellow or red cards in a football match.
  
  
• Land-Based Gaming Bill Stalled in Senate: A 2022 bill to expand land-based gaming remains under Senate review, facing strong opposition from anti-gambling lawmakers despite prior approval by the lower house.

What happens next?

After passing the Senate, PL 2.985 now moves to the Chamber of Deputies, where it will likely be reviewed by committees before any full vote. These committees may hold hearings and propose amendments. If the Chamber approves the bill unchanged, it would go directly to President Lula to sign. Otherwise, any amendments would return to the Senate for further consideration.

President Lula could sign, veto, or partially veto the bill. In the case of a partial veto, Congress could override it and restore the original version. If enacted as currently drafted, most advertising restrictions would take effect within 90 days, except for a 12-month grace period on in-stadium ads. With several steps still ahead, the bill’s progress will remain closely watched by operators, media, and sports stakeholders.

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Want to know more?
Download our 2025 Advertising Outlook report to uncover the dramatic rise and recent tightening of gambling advertising rules worldwide, highlighting how these policies are now spreading globally.