Brazilian lawmakers are considering tighter restrictions on betting advertising as a Senate hearing brought renewed attention to gambling-related harm, public health and the growing visibility of betting across the country.
The debate took place on 1 September before the Senate Science and Technology Committee, which is reviewing Bill 2,470/2026. The proposal would introduce stricter rules for advertising and sponsorship activities by fixed-odds betting operators.
The hearing exposed a clear divide between government and health representatives calling for stronger controls and industry voices pointing to the regulated sector’s economic contribution.
Health officials warn of rising gambling harm
Representatives from Brazil’s Ministry of Health used the hearing to underline the potential social and health costs associated with betting.
Marcelo Kimati Dias, director of the Ministry’s Department of Mental Health, Alcohol and Other Drugs, said around 25 million Brazilians used legal betting platforms in 2025.
He also highlighted a sharp increase in public-health treatment linked to games and betting, which rose by 140% between 2018 and 2025. According to Dias, people experiencing gambling disorders can face a suicide risk up to 15 times higher than the general population.
The health official argued that the scale of the issue has grown rapidly, making gambling a much broader public-health concern than it was previously.
Francisco Cordeiro, a national consultant to the Pan American Health Organization, went further, citing research suggesting that the social costs associated with betting significantly outweigh the tax revenue generated by the sector.
Industry pushes back
Industry representatives challenged the idea that betting should be considered a major driver of household debt.
Carlos Lima, representing the Instituto Brasileiro do Jogo, pointed to the economic footprint of Brazil’s regulated betting market, citing R$9.6 billion in tax revenue, more than 15,500 direct and indirect jobs and around R$35 billion in gross turnover.
The industry also argued that responsible gambling measures and existing regulation should be taken into account when considering further advertising restrictions.
At the same time, Senator Damares Alves, who introduced the bill, criticised the industry’s use of the term “responsible gaming”, arguing that betting communications can present gambling in overly positive terms without adequately reflecting the potential losses involved.
Self-exclusion reaches one million users
Brazil has already introduced tools aimed at giving consumers greater control over their betting activity.
The Finance Ministry’s Centralised Self-Exclusion Platform, launched in December, allows users to block themselves from authorised betting operators. More than one million people have reportedly used the system, according to Andiara Maria Braga Maranhão of the Secretariat of Prizes and Betting.
The Ministry of Health has also established a psychosocial support network offering information and treatment pathways for people experiencing gambling-related problems.
However, Dias noted that only 1% of betting revenue is currently allocated to the Ministry of Health, adding another point to the wider debate over how the regulated sector should contribute to managing gambling-related harm.
Advertising rules could tighten further
The Senate discussion comes as Brazil’s advertising self-regulatory body CONAR has also moved to strengthen its rules for betting promotions.
With Bill 2,470/2026 now under discussion, operators could face additional restrictions on how they advertise and sponsor their services if the proposal advances.
Senator Alessandro Vieira, the bill’s rapporteur, acknowledged that significant work remains but indicated that the proposal is moving forward.
For Brazil’s newly regulated betting industry, the debate could become an important test of how far lawmakers are prepared to go in restricting commercial exposure while preserving the economic benefits of a licensed market.
The bill remains under discussion, with no final decision yet on the proposed restrictions.