Brazil Reshapes Betting Advertising with Two New Ordinances
Two July 2026 ordinances mandate 10% risk warnings on all betting ads and require prior verification that operators are SPA-authorized. They prohibit displaying wins, urgency tactics, success portrayals, and under-18 platform exposure. Penalties reach 20% of revenue and authorization revocation.
SCCG Take — This marks a structural shift extending liability across the full advertising chain. Client-partners must embed verification and creative audits now to align with Brazil’s maturing regulatory convergence.
Brazil’s licensed sports betting market is entering a stricter regulatory phase. Less than two years after its launch, the government issued two July 2026 ordinances that overhaul advertising and marketing rules for fixed-odds betting. These requirements extend beyond operators to every participant in the commercial communications chain, including agencies, influencers, production companies, platforms, affiliates, and brands.
As detailed by SBC News in an exclusive article with legal experts from TozziniFreire Advogados, the changes introduce mandatory warnings, prior verification duties, prohibited practices, and enforcement mechanisms. The rules aim to curb misleading promotions while allocating compliance responsibility across the full advertising ecosystem.
Core Elements of the Ordinances
Ordinance SPA/MF No. 1,964/2026, in force since 17 July, mandates that all betting advertisements include standardized warnings on gambling risks. These must appear horizontally in a clear, legible manner and occupy at least 10% of the advertisement.
Interministerial Ordinance No. 73/2026, effective since 10 July, applies across all media, formats, and channels. It requires every entity that creates, promotes, publishes, or disseminates betting ads to first verify that the advertiser is a duly authorized operator on the official list maintained by the Secretariat of Prizes and Betting (SPA). This verification must cover the operator’s corporate name, trademark, electronic addresses, CNPJ, and authorization number, with the details retained and displayed alongside the advertisement.
Prohibited Practices, Enforcement, and Compliance Shift
The ordinances ban several practices: displaying winning bets or their monetary value; portraying betting as a sign of personal, social, or financial success, including through celebrities; using calls to action that create urgency such as countdowns or limited-time offers; presenting betting as a source of income, investment, or alternative to employment; and making misleading claims about winning likelihood or the role of skill.
Additional rules prohibit advertising on platforms predominantly accessed by those under 18 and bar any affiliate links, codes, or redirects to unauthorized operators. Violations trigger independent investigations by the National Consumer Secretariat and the SPA. Sanctions include suspension or cancellation of registration in the National Registry of Advertising Distribution Agents. Under Law No. 14,790/2023, operators face fines of up to 20% of revenue, authorization suspension for up to 180 days, or permanent revocation for repeated serious breaches.
These measures require agencies, influencers, and brands to revise approval processes, audit materials and affiliates, adapt creative layouts for the 10% warnings, and document all verifications. The framework marks a clear maturation of Brazil’s betting regulation, demanding immediate operational adjustments to limit exposure across the advertising chain.
Reporting: SBC News
Brazil just made every agency, affiliate, and platform liable — verification and creative compliance are now table stakes, not operator problems.
We've guided partners through every major regulated launch, and Brazil is now exporting European-style shared liability across the ad chain. This isn't just operator risk anymore — agencies, affiliates, influencers all face penalties up to 20% of revenue and loss of authorization. Our 545-partner network includes the compliance, media, and legal infrastructure needed to stay clean.
- 10% mandatory risk warnings and pre-verification of SPA authorization required for all ads, every channel
- Prohibited: win displays, urgency tactics, success imagery, under-18 exposure, unauthorized affiliate links
- Penalties hit the full chain — agencies, affiliates, platforms — up to 20% revenue, revocation possible
SCCG angle: SCCG connects Brazil-focused operators and affiliates directly to compliant media buyers, creative studios, and legal advisors already embedded in our network. We broker the verification workflows and creative audits that keep your campaigns live and your authorization intact — because we've done this in every regulated market that matters.
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