Globo Reportedly Weighs Ban on Betting Sponsors for Big Brother Brasil

Brazilian media giant Globo is said to be deliberating whether to prohibit betting companies from sponsoring the upcoming season of Big Brother Brasil (BBB). The reality show, which has aired annually since 2002, is one of the country's most-watched programs and a dominant force on social media, making it a prime advertising platform for brands.

Local reports indicate the restriction would form part of a revised internal advertising policy currently under legal review at Globo. If adopted, the new rules would prevent betting operators from taking part in branded activations and sponsored content within the show.

The most recent season of BBB featured Betano as a sponsor, with the operator prominently visible in challenges and competitions. Betano also holds the main betting sponsorship for Record TV's rival celebrity reality show A Fazenda.

The proposed policy shift comes amid rising concern over the visibility of gambling advertising in family-oriented entertainment. Globo is reportedly seeking to avoid pushback from regulators and consumers by reducing betting brand prominence. This follows Brazil's Ministry of Justice raising BBB's age classification to "not recommended for viewers under 16" specifically because of betting-related advertisements.

Financially, Globo is believed to be well positioned for the move. BBB generated more than BR1bn ($196m) in advertising revenue during its latest season, and the broadcaster reportedly expects strong demand from other advertisers to replace betting sponsorships without materially affecting commercial performance.