Brazil Considers Ban on Celebrity Sports Betting Ads

Brazil's journey towards a regulated sports betting market in 2024 has been marked by various challenges. Despite the approval of Bill 3,626/2023 by Brazil’s chamber of deputies in December, the issue of advertising remains contentious. Senator Eduardo Girao has proposed amendments to Bill 3,405/2023, aiming to prohibit the involvement of influencers in gambling marketing. Girao argues that such measures would safeguard Brazilian citizens from potential emotional and financial risks associated with gambling.

Brazil isn't alone in scrutinizing sports betting advertising. Across the globe, similar bans are being implemented. In Ontario, Canada, a ban on athletes and celebrities in marketing campaigns is set to take effect soon. Likewise, France's gambling regulator has enforced a ban on using athletes in gambling communications. Belgium and the Netherlands have also imposed strict advertising regulations, with targeted marketing permitted only in specific contexts.

Despite the hurdles, Brazil seems poised to launch its regulated betting market in late 2024. The Ministry of Finance is expected to publish regulatory guidelines for operators soon, with over 130 businesses reportedly interested in obtaining licenses. Neil Montgomery, founder of Brazilian law firm Montgomery & Associados, anticipates a regulated market by the second half of 2024. Operators will need to navigate through various legal and regulatory requirements, including hefty license fees and staffing obligations, before entering the Brazilian market.