Brazil’s government is introducing tighter restrictions on online betting advertising after concerns over promotional practices, including betting recommendations made during football broadcasts. The new measures require licensed operators to include mandatory warnings in advertisements and prohibit marketing approaches that present gambling as a financial opportunity.

The rules were announced through two ministerial orders issued by Brazil’s Finance Ministry in cooperation with the Justice Ministry. They were published on July 10 and will take effect on July 17, leaving operators a short period to adjust their advertising strategies.

The changes follow a monitoring review of 48 World Cup broadcasts on the streaming platform CazéTV, where regulators identified 74 betting suggestions made during coverage. According to the findings, 61% of those predictions were unsuccessful.

The government’s decision comes as Brazil’s regulated betting market continues to expand. Finance Ministry figures show the sector generated gross profit of R$37 billion ($7.18 billion) in 2025, while betting companies became one of the largest advertising categories during the World Cup.

Mandatory warnings and limits on betting promotions

As The Rio Times reports, under the new advertising framework all licensed betting advertisements must include one of three warnings established by the Finance Ministry. The messages state that betting can lead to financial losses, that betting may cause dependency, or that betting should not be considered an investment.

The format follows the approach Brazil already applies to warnings used in other regulated industries, including tobacco and alcohol products.

The government has also restricted several advertising practices. Operators will no longer be allowed to describe betting as an easy way to make money, present wagers as investment opportunities, create artificial urgency, or use commentators, specialists, and influencers to encourage gambling activity.

Finance Minister Dario Durigan said expert figures can create an impression of authority among audiences, which creates concerns when analysis becomes connected with betting recommendations.

The new rules also prevent operators from promoting only successful betting outcomes. Companies will no longer be able to publish histories of previous winnings because officials argue that such information can hide the losses associated with gambling.

The restrictions apply beyond operators themselves. Third parties involved in advertising campaigns, including media outlets and promotional partners, may also face consequences if they distribute content that breaches the new requirements.

CazéTV inquiry highlights concerns over betting advice

The investigation into betting promotion during World Cup coverage focused on CazéTV, a digital broadcaster that became the exclusive platform for all 104 tournament matches.

The channel’s coverage included betting suggestions and odds-related commentary during matches and pre-match programming. Bet365, Betnacional and KTO were among the betting companies associated with advertising on the platform.

Brazil’s consumer protection authorities launched an inquiry into CazéTV in late June. Officials later cited monitoring results that showed dozens of betting recommendations during broadcasts, with many predictions failing to produce the suggested outcomes.

Researchers involved in discussions around the issue highlighted the difference between traditional television advertising and newer digital formats. Conventional broadcasts usually separate advertising breaks from editorial programming, while online formats can combine commentary and promotional messaging in the same content stream.

Regulators said this overlap creates challenges because viewers may have difficulty identifying when they are receiving advertising rather than independent analysis.

The government’s action comes amid growing attention toward gambling advertising in Brazil. Online search interest for betting has increased significantly in recent years, while public interest in wagering around major sporting events has also grown.

Brazilian lawmakers are continuing discussions around additional restrictions, including proposals that would introduce broader bans on betting advertising and sponsorship activity.

Operators face financial penalties for violations

Companies that fail to comply with the new advertising rules may face significant penalties. Authorities can impose fines of up to 20% of an operator’s revenue, suspend operations for up to 180 days, and revoke licences in cases involving repeated violations.

Brazilian officials have also increased enforcement against illegal betting activity. Authorities said around 56,000 illegal betting websites have been removed and approximately one million bettors have been excluded through regulatory measures.

The government has separately taken action against unlicensed operators by allowing authorities to freeze funds connected to illegal betting businesses.

The new advertising rules also reinforce existing restrictions on payment methods. Licensed operators are prohibited from accepting cryptocurrency transactions, keeping betting activity connected to Brazil’s regulated financial system.

Industry participants will need to review marketing materials, partnerships, and promotional strategies to comply with the updated requirements. Influencers, affiliates, and other third-party promoters will also need to adjust their practices as regulators increase oversight.

The measures arrive shortly before the World Cup final and during a period when betting sponsorship and football-related promotions receive heightened attention. Brazil’s government has stated that the changes are intended to reduce misleading advertising and address concerns around gambling-related harm while maintaining oversight of the expanding regulated market.