Brazil’s iGaming Advertising Crackdown: What’s Happening and What It Means

Brazil’s iGaming scene faces a wave of new advertising restrictions as regulators push to protect consumers, especially minors. The Secretariat of Prizes and Bets (SPA) has already rolled out rules banning ads aimed at underage audiences and now requires clear age warnings on all iGaming promotions.

The conversation doesn't stop there. The Brazil Sports Commission (CEsp) is debating two new bills that could further tighten the reins. One proposes a full ban on iGaming ads across all media, while the other would block endorsements from athletes and celebrities.

These proposals have sparked a serious discussion about where to draw the line between industry growth and consumer protection. While the iGaming market in Brazil was regulated at the start of the year and is predicted to be a growth market, lawmakers are focused on keeping it in check to avoid long-term social consequences, especially among vulnerable groups like young people.

What’s Being Proposed?

There are two bills under review:

• Bill PL 2,985/2023 would introduce a blanket ban on all gambling-related advertising in Brazil. TV, radio, digital platforms—everything would be off-limits.
   
• Bill PL 3,405/2023 focuses specifically on endorsements, aiming to prevent athletes, influencers, and celebrities from promoting betting services.

Both measures are designed to provide clear guidelines on the marketing of iGaming brands in everyday media.

What Does This Means for the Industry

If passed, these new rules could reshape how iGaming operators market themselves in Brazil. Affiliate networks, sports sponsorships, and influencer campaigns would have to adapt their current practices. At the same time, businesses would need to review their marketing strategies and incorporate compliance checks and monitoring across all prominent marketing channels used.

For regulators, finding that balance that allows the market to grow while keeping consumers’ well-being at the forefront continues to be the primary focus.

Looking Ahead

Brazil is moving fast to build a solid regulatory framework around online gaming. For industry players, staying up to speed on the updates is crucial. It’s not just about being compliant or avoiding fines—it’s about building trust with users and showing a commitment to ethical, responsible gaming.

Whether or not these bills pass, one thing’s for sure: the days of a “free for all” style of advertising in iGaming campaigns in Brazil are numbered. Now’s the time for collaboration between all stakeholders to build and develop a sustainable, successful igaming market in the industry’s latest regulated region.