Brazil Contemplates Prohibiting Celebrity Endorsements in Betting Advertisements

The Brazilian government is considering a legislative amendment, Project 3405/2023, which aims to ban celebrities from endorsing sports betting apps. Senator Eduardo Girao, a long-time opponent of gambling legalization in the country, introduced the bill. Girao believes that implementing such advertising restrictions will safeguard Brazilian citizens from the emotional and financial risks associated with gambling.

This move aligns with a global trend, as similar bills restricting celebrity involvement in gambling advertisements are being enacted worldwide. For instance, in August 2023, the Alcohol and Gaming Commission of the American state of Ontario announced a prohibition on athletes and celebrities participating in gambling marketing campaigns.

Notably, the French gambling regulator ANJ has already imposed a ban on celebrities' participation in all gambling-related communications. Other countries, where gambling is legal unlike in Brazil, have progressively implemented even stricter advertising laws. Belgium, for example, has an almost complete ban on online casino advertising, while the Netherlands enforces significant restrictions on gambling advertisements in public spaces.