First Lady Janja Lula da Silva has declared her support for the “Block do Tigrinho” campaign, an initiative created by the 342 Artes movement that seeks to raise public awareness of the risks associated with the growth of sports betting and online casino gaming in Brazil.
But Janja’s position is not new. Her husband, Luiz Inácio Lula da Silva, has also spoken out against betting in Brazil and has made several statements saying he would put an end to the market if he had the opportunity. These positions are influenced by other social issues, such as household indebtedness, mental health, industry advertising, and the challenges posed by the federal government’s recently implemented regulation.
Women and the family budget
In a social media post, the First Lady stated that online betting has caused financial and social consequences for thousands of Brazilian families. According to her, women tend to be the most indirectly affected by problems caused by gambling, as they often assume responsibility for household financial organisation and the management of domestic expenses.
While this claim is supported to some extent by available data, the figures require closer examination. According to a survey conducted by Serasa, 64 per cent of Brazilian women say they lead the family’s financial organisation, while 93 per cent participate directly in household expenses. In addition, 33 per cent are solely responsible for the household’s financial support, a percentage that rises to 43 per cent among low-income families.
However, these figures should also be viewed in context, as not all women live with a male partner. This statement is relevant because the predominant audience in the betting market is men, accounting for 71 per cent of bettors. The First Lady’s remarks refer to the negative consequences that betting can cause to the family budget through men who participate in this market, therefore affecting women indirectly.
In addition to her public statement, Janja also took part in a video released by the campaign. In the material, she advocates actions aimed at protecting families and highlights the need to increase awareness about the risks of excessive gambling. The First Lady argues that the problem should not be analysed solely from an economic perspective, but also as a social and family issue.
Movement grows and seeks to ban betting in Brazil
The “Block no Tigrinho” campaign was launched by the 342 Artes movement at the beginning of June and quickly gained visibility on social media, and now has around 88,000 followers. The initiative brings together artists, musicians, actors, influencers and personalities from Brazilian culture in a mobilisation to warn about the potential harms associated with online betting. Participants include well-known names such as Caetano Veloso, Chico Buarque, Gilberto Gil, Marieta Severo, Camila Pitanga, Djavan, Emicida and several other artists.
Although the campaign is presented as an initiative to raise awareness of the risks of online betting, its creators advocate measures that go far beyond public education or stricter regulation. The movement aims to completely ban betting in Brazil, encouraging bettors to leave the market and conducting advocacy campaigns against betting.
The name of the campaign refers to the popular “Jogo do Tigrinho”(“Little Tiger Game”), the nickname given in Brazil to Fortune Tiger, one of the online casino games most widely promoted on Brazilian social media in recent years. The game became a symbol of the explosion of the digital betting market and also of several discussions surrounding advertising carried out by digital influencers.
The First Lady’s support also served to highlight measures implemented by the federal government following the regulation of Brazil’s fixed-odds betting market. According to Janja, regulation was necessary to create control mechanisms over an activity that already existed in the country but operated without specific rules or adequate supervision.
Among the initiatives mentioned is the Self-Exclusion Platform, a tool that allows bettors themselves to request the blocking of their CPF (Brazilian taxpayer identification number) with authorised operators. Another measure cited is the temporary restriction on access to betting for participants in debt renegotiation programmes, such as Novo Desenrola. The government has also been developing informational materials aimed at preventing and treating problems related to compulsive gambling.
Industry reacts and defends the regulated market
The issue has divided opinions within the industry itself. In response to the campaign, the Brazilian Institute for Responsible Gaming (IBJR), an association representing licensed operators in Brazil, stated that it is monitoring the initiative, but argued that the main focus should be on combating illegal platforms. According to the entity, so-called “predatory gambling” occurs mainly on websites operating outside Brazilian regulation, without consumer protection mechanisms, without supervision and without complying with requirements imposed by national authorities.
While civil society groups advocate stricter rules on advertising and access to betting, industry representatives argue that strengthening the regulated market is the most effective way to combat illegal operators.
This article was first published on the Portuguese SiGMA News page on 12 June 2026.
In Mexico City, from September 1st to 3rd, 2026, North America meets Latin America. SiGMA North America welcomes 4,000 participants for three days of business, insights, and inspiration for startups. Real insights. Real business. Reserve your spot.
