Brazil’s Licensed Betting Sector Backs Stricter Advertising Rules

Brazil’s regulated betting industry has broadly endorsed the country’s new advertising restrictions, with trade bodies and operators calling the measures a constructive move for market maturity.

The rules, issued jointly by the Ministries of Finance and Justice, mandate that every betting advert carries one of three required warnings: that gambling can be addictive, that it may lead to financial loss, or that it is not a form of investment.

The National Association of Games and Lotteries (ANJL) voiced its support, stating that advertising which does not meet the new standards harms the credibility of the entire licensed sector. The group also noted that its legal team is weighing potential action against recent municipal advertising bans in Rio de Janeiro and Belo Horizonte, arguing that “any restrictions on advertising should be discussed within the scope of the Federal Government,” which it considers the proper authority for regulating betting ads nationwide.

The Brazilian Institute of Responsible Gaming (IBJR) similarly welcomed the tighter framework, saying it is studying the impact but believes stronger rules will enhance consumer protection and reinforce responsible gambling habits. The institute added that closer collaboration between regulators and licensed operators is vital to combat unlicensed platforms.

Individual operators aligned with those views. Carol Luna, Head of Compliance at Esportes Gaming Brasil, described the stricter standards as “a legitimate and necessary step” in the evolution of Brazil’s regulated market. Superbet said that responsible advertising is key for helping consumers, adding: “Advertising allows us to differentiate legal platforms from illegal ones.”