Aracaju Bans Betting Advertisements Across Public Spaces and Licensed Structures
2026-07-20
Source: Global Gaming Insider
The city of Aracaju has banned betting advertisements on public and municipally licensed structures, with fines from R$300 to R$5,000 for violators. The move aligns with a growing trend among Brazilian municipalities, though industry association ANJL is considering legal action, arguing advertising restrictions should be handled at the federal level.
The municipality of Aracaju has introduced a prohibition on advertisements for fixed-odds betting operators in public areas and on all advertising infrastructure that requires city-issued permits. The decree, which took effect immediately upon publication in the city's official gazette, covers a wide range of formats including billboards, front-light panels, building wraps, and urban street furniture.
Under the new regulations, businesses caught violating the ban face fines ranging from R$300 to R$5,000. Repeat offenders may also have their municipal advertising licenses revoked and face removal of any unauthorized signage. Enforcement duties fall to the Municipal Urban Services Company (Emsurb).
Mayor Emília Corrêa, who signed the decree, defended the move as necessary to limit public exposure to gambling marketing, especially among minors and vulnerable groups. "[T]he public sector cannot act as an incentive for an activity that has caused so many social impacts," she said, noting the ubiquity of such advertising on television, social media, and at football stadiums.
Growing municipal trend
Aracaju is not alone in taking this step. It joins a wave of Brazilian cities—including Rio de Janeiro—that have enacted local restrictions on gambling promotion, even though federal law still governs betting licensing and regulation. These municipal efforts reflect a push for more localized control over how betting brands are marketed within community boundaries.
The National Association of Games and Lotteries (ANJL) has responded by evaluating possible legal challenges to these local bans. The association contends that "any restrictions on advertising should be discussed within the scope of the Federal Government," signaling a potential jurisdictional dispute between municipal and national regulators.