Brazil introduces stricter rules for commercial prize promotions and gambling ads

Brazil is introducing stricter regulations for commercial prize promotions. This change could significantly influence the marketing campaigns and customer engagement initiatives of gambling operators. Announced on July 2, 2026, this move is part of a broader regulatory wave targeting Brazil's rapidly growing gambling market. The new rules affect not only advertising itself but also how operators are permitted to present their products to the public.

Numbers and facts

Brazil's regulated online gambling market launched in January 2025 with 14 operators. Currently, there are over 80 licensed operators in the country. In its first full year, 2025, the market generated a Gross Gaming Revenue (GGR) of $7 billion. This impressive figure highlights the immense potential of the market, as well as the need for clear rules. Senator Carlos Portinho, the rapporteur of Bill 2,985/2023, eliminated a blanket ban on gambling ads from the proposal, but the approved bill includes a ban on betting ads during live sporting broadcasts.

Furthermore, the use of celebrities, influencers, and athletes in marketing materials is prohibited if they are current players or retired less than five years ago. These new provisions are expected to take effect no earlier than 2026. Google itself blocked an astounding 270 million gambling ads in 2025, underscoring the scale of the advertising issue. The bill approved by the Senate provides for penalties of up to $2 million and possible suspension or revocation of licenses.

Background

The introduction of stricter advertising rules in Brazil is a response to the rapid development of the gambling market and growing concerns about player protection. Last year, the game "Fortune Tiger" made headlines after influencers marketed the game to their followers, promising attractive financial rewards. Many players ended up losing large sums of money on fraudulent sites. Since this scandal, the Secretariat of Prizes and Bets (SPA) has taken steps to further restrict influencer advertising.

Already in July of the previous year, the SPA published Normative Ordinance No. 1,231. It stipulated how licensed operators could advertise their products. This included restrictions prohibiting operators from presenting betting as "socially attractive" or targeting ads at children and adolescents. All advertising from licensed operators must also display an "18+" symbol and be guided by social responsibility and the promotion of responsible gambling. Senator Damares Alves linked problem gambling to worsening mental health issues among Brazilians. In light of these developments, Brazil is not the only country considering or having already implemented advertising bans. Belgium, the Netherlands, Spain, and Italy have also introduced strict advertising restrictions or complete bans.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, the Brazilian developments are an example of how markets can evolve when regulation only takes effect retrospectively. The GGL has adopted a strict course from the outset. The GlüStV 2021 includes strict advertising regulations, deposit limits, and the 1-euro-spin stake for slots right from the start. This is intended to prevent German providers from experiencing similar problems to those that arose in Brazil due to unregulated advertising, particularly by influencers. German casinos must adhere to the GGL's whitelist to operate legally. This list gives players the assurance that they are playing with reputable providers. The experiences of other countries, such as Brazil, but also European states like Belgium or Spain, show that proactive and comprehensive regulation is necessary to ensure both player protection and a stable environment for licensed operators. GGL-licensed casinos benefit from this clear structure, even if the rules may seem restrictive at first glance.