Brazil is introducing stricter advertising rules for licensed betting operators, requiring all gambling advertisements to display government-issued health warnings similar to those used on tobacco and alcohol promotions.

The new measures, announced by Minister of Finance Dario Durigan, form part of a broader crackdown on gambling advertising and illegal betting operators as the country's regulated market continues to evolve.

Mandatory warnings for all betting advertisements

Speaking on Thursday, Durigan confirmed that new ordinances would be published requiring every betting advertisement to carry a warning issued by Brazil's Ministry of Finance.

Examples of the mandatory warnings include:

- "Betting makes you lose money."

- "Betting can cause addiction."

- "Betting is not an investment."

The initiative mirrors the warning labels already used in tobacco and alcohol advertising, with the government aiming to strengthen consumer awareness of gambling-related risks.

The Ministry of Finance first announced plans to tighten betting advertising rules in late June, with the new regulations now entering into force.

Zero tolerance for illegal operators

Alongside the advertising rules, the Ministry of Finance and the Ministry of Justice have jointly introduced additional measures targeting illegal betting operators.

Durigan stressed that only licensed operators will be permitted to advertise in Brazil.

"We are imposing restrictions on betting advertisements in the country," he said.

"I don't need to state – as it goes without saying – that we have zero tolerance for illegal operators."

He added that neither advertisers nor media companies are permitted to promote betting operators that are not authorised to operate within Brazil's regulated market.

New restrictions on betting promotions

The updated regulations introduce several new limitations on how betting products may be marketed.

Licensed operators will be prohibited from:

- Creating a false sense of urgency.

- Presenting betting as an investment or financial solution.

- Using previous winnings or prize histories as promotional incentives.

- Publishing misleading or deceptive advertising.

The government says these measures are intended to reduce consumer harm and prevent gambling from being portrayed as a reliable way to generate income.

Commentators and experts face new rules

The regulations also introduce specific restrictions for commentators, analysts and broadcasters involved in sports coverage.

According to Durigan, experts may no longer use their authority to encourage betting by presenting wagering advice as objective sporting analysis.

"[It is not permissible to mix] commentary from an expert or specialist... with statements claiming that a particular bet is the best choice," Durigan explained.

He added that commentators and play-by-play announcers must not encourage betting or promote specific gambling activities through their broadcasts.

The minister also reiterated that operators may not advertise betting as an easy way to make money or improve household finances.

Heavy penalties for violations

Operators that breach the new advertising rules could face severe sanctions.

According to Durigan, penalties include:

- Fines of up to 20% of an operator's revenue.

- Suspension of operations for up to 180 days.

- Revocation of an operator's licence in cases of serious or repeated violations.

National Consumer Secretary Ricardo Morishita added that illegal betting advertisements could attract fines of up to approximately BRL14 million (US$2.7 million).

The government also confirmed that betting operators will be held responsible for advertising violations committed by influencers working on their behalf.

Authorities will also have the power to remove unlawful advertising content from digital platforms.

Thousands of illegal websites already removed

Durigan revealed that Brazil has already taken significant enforcement action against illegal gambling.

According to the minister:

- More than 56,000 betting websites have been taken offline.

- Nearly 1,000 influencer profiles promoting illegal betting have been removed.

- Almost one million bettors have been self-excluded after falling under statutory restrictions.

He also noted that individuals receiving government welfare benefits or participating in the Desenrola debt restructuring programme are prohibited from accessing licensed betting platforms, following a ruling by Brazil's Supreme Court.

Durigan said licensed operators have actively supported enforcement efforts by reporting illegal betting websites to the authorities.

Regulation continues to evolve

The minister also outlined the key milestones in Brazil's betting regulation:

- 2018: Sports betting legalised without a regulatory framework.

- 2023: Congress approved comprehensive betting legislation.

- 2024: The Ministry of Finance established the Secretariat of Prizes and Bets (SPA) to oversee the sector.

- 2025: Licensing fees were introduced and regulatory enforcement officially began.

The latest advertising measures represent another step in Brazil's efforts to strengthen consumer protection while reinforcing the integrity of its rapidly expanding regulated betting market.

Sources: iGamingBusiness