Blaze fined $448K in Brazil over advertising involving minors
Oversight of betting advertising in Brazil remains active, with regulators continuing to treat the issue as a priority. The Secretariat of Prizes and Betting (SPA), part of the Ministry of Finance, has imposed a BRL2.3 million ($448,544) fine on Blaze after identifying advertising campaigns considered irregular for involving individuals under the age of 18 and using elements capable of attracting that audience.
In addition to the fine imposed by the SPA this week, the operator is also facing a separate legal action involving influencer Virginia Fonseca, also related to alleged irregular advertising. The lawsuit initially sought BRL120 million ($23.41 million) in collective moral damages. The Federal District Public Prosecutor’s Office (MPDFT) later announced that it had expanded its claims after obtaining new financial information related to the platform’s operations.
Blaze, operated by Foggo Entertainment, said it will present its defence in the proceedings and stated that it operates in compliance with Brazilian law. In a statement, the company said that its partnerships with influencers do not include commission payments linked to bettors’ losses or clauses tied to the financial results generated by users acquired through advertising campaigns.
SPA holds operator responsible for influencer campaign
According to information published by Estadão, the violation involves 33 advertising videos published between March and July 2025 in partnership with influencer João Caetano, who has more than 15 million YouTube subscribers and approximately 3 million Instagram followers.
After reviewing the content, the SPA’s technical department concluded that the materials featured children and adolescents, or used language, themes and visual elements considered capable of attracting the attention of minors.
Although the videos were published by the influencer, the SPA concluded that responsibility for complying with the regulations rests with the licensed operator. In its decision, the regulator found that the content had been produced as part of a strategy previously defined by the company, rejecting the argument that the content creator had acted independently. For this reason, the penalty was imposed directly on Blaze.
Brazilian law provides that betting operators’ advertising campaigns must not target minors or use elements designed to encourage them to gamble. This prohibition is established in Law No. 14,790/2023, in the responsible gambling rules issued by the Ministry of Finance and is also supported by the Statute of the Child and Adolescent (ECA).
Blaze says partnership was terminated
During the administrative proceedings, Blaze stated that it ended its partnership with João Caetano as soon as it became aware of the alleged irregularities. However, the SPA considered this explanation insufficient. According to the regulator, the videos remained available for approximately four months, a period that demonstrated shortcomings in campaign monitoring and oversight of materials published by commercial partners.
The case reinforces one of the core principles of Brazil’s regulated betting market: even when using influencers or advertising agencies, the licensed operator remains responsible for the content published on its behalf.
Since the regulation of the sector, the SPA has consistently stated that operators must maintain permanent oversight mechanisms for advertising campaigns, including those carried out by third parties.
Advertising rules have become stricter
Restrictions on betting advertising have steadily increased since Brazil regulated its betting market. In addition to prohibiting communications directed at minors, the rules ban campaigns that present betting as a source of income, a financial investment or a solution to economic hardship. Messages promising guaranteed winnings or downplaying the risks associated with gambling are also prohibited. Another key requirement is the mandatory inclusion of responsible gambling messages and warnings that gambling is prohibited for minors.
In recent months, the Ministry of Finance has also issued new ordinances strengthening advertising requirements, particularly for campaigns involving digital influencers, athletes and public figures with large social media audiences. These measures were introduced to increase consumer protection and reduce the exposure of vulnerable groups.
The Public Prosecutor’s Office argues that certain advertising practices may mislead consumers by associating betting with income generation or rapid financial gain. The agency also maintains that the use of influencers significantly expands the reach of these messages, particularly among more vulnerable audiences.
This article was first published on the Portuguese SiGMA News page on 24 July 2026.
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