Recently, the entire country of Brazil has been debating and forming opinions on gambling advertising, including the general public, lawmakers and Brazilian celebrities. Should gambling advertising be banned, restricted or allowed? And should influencers be punished for promoting the idea of easy profits? These discussions have dominated the sector in recent months. They intensified even further during broadcasts of the FIFA World Cup and amid the continued growth of sports betting. Which side are you on?
Against this backdrop, the Rio de Janeiro City Hall introduced a ban on advertising by gambling platforms in public spaces, prompting an immediate reaction from the sector in Brazil. One of the first organisations to respond was the National Association of Games and Lotteries (ANJL), which said it is closely monitoring the legal developments surrounding the measure. The association argues that any restrictions on advertising by companies in the sector should be established by the federal government, which is responsible for regulating fixed-odds betting in the country, rather than by municipal governments.
A municipal decree has been published prohibiting the display of betting operator advertisements on billboards, urban furniture, bus stops and other spaces whose use depends on authorisation, licensing, permission or concession granted by the Rio de Janeiro City Hall. The rule also applies to events sponsored, contracted or organised by the municipality.
According to the municipal administration, the initiative was created to reduce public exposure to gambling platforms, especially among children and adolescents. It also aims to protect the urban landscape and strengthen urban order. Enforcement will be the responsibility of the Licensing and Inspection Coordination Office (CLF). The agency may order the immediate removal of advertisements that do not comply with the decree and impose the penalties provided for under municipal legislation.
ANJL questions the municipality’s authority
In an official statement, ANJL said it respects the autonomy of states and municipalities, but argued that fixed-odds betting advertising is already governed by federal regulations issued by the Ministry of Finance. According to the association, the municipal decree establishes rules for a sector that operates under national regulation and may therefore be challenged in court.
“The Association respects the autonomy of states and municipalities. However, in this case, it will adopt the appropriate measures to ensure compliance with the federal regulations governing advertising in the sector,” the association said.
ANJL also stated that it is concerned that the city government is focusing primarily on legally authorised companies, while no specific measures have been announced to combat illegal operators in the country. Licensed companies operate under federal supervision, pay taxes and generate thousands of jobs, while illegal platforms continue to pose a significant challenge and risk to the Brazilian authorities.
As previously reported, the debate has expanded significantly in recent months. However, it is important to note that Brazil already has extensive regulations governing betting advertising. Since the regulation of Brazil’s fixed-odds betting market came into force under the supervision of the Secretariat of Prizes and Betting (SPA) of the Ministry of Finance, the federal government has established specific rules for operators’ commercial communications.
Existing requirements include restrictions on advertising directed at minors, a ban on messages associating betting with financial success and rules promoting responsible gambling. In addition, new federal measures have been announced to expand mandatory warnings in advertising campaigns and strengthen consumer protection.
According to ANJL, precisely because federal regulation is already in force, any changes related to advertising should be debated in the National Congress and with the Ministry of Finance, avoiding different interpretations among municipalities and states.
City Hall defends protection of the public
In explaining the decree, the Rio de Janeiro City Hall stated that the exposure of gambling advertising in public spaces may contribute to normalising betting, especially among young people. The text of the decree refers to concerns about the impact of excessive exposure to betting advertising on the population’s mental health and highlights the need to preserve the public interest in the use of urban spaces.
The ban covers not only traditional advertisements but also any element capable of identifying gambling platforms, including logos, corporate names, apps, websites, slogans, mascots and promotional campaigns. The municipality also determined that future public contracts involving advertising concessions must comply with the new rule, extending its scope to concessions, permissions and authorisations related to public assets.
In the statement issued following the decree, ANJL reiterated that the regulated sector is committed to responsible advertising practices and responsible gambling policies. Advertising by licensed operators plays an important role in distinguishing authorised companies from illegal platforms, helping consumers identify which brands operate within the federal government’s rules.
The association also highlighted that it remains available to the federal authorities, the National Congress and civil society to contribute to a technical and constitutionally grounded debate on the regulation of the activity.
Once again, the discussion over the limits of municipal authority in a sector regulated by the federal government is set to return to the agenda. Although the Constitution grants municipalities the authority to regulate urban planning and the use of public spaces, the operation of fixed-odds betting and its general rules remain subject to federal legislation. This is particularly the case following the approval of Law No. 14,790/2023 and the ordinances issued by the Ministry of Finance.
If ANJL proceeds with the measures it has announced, the matter may be examined by the court. They will then have to determine the extent to which a municipal administration may restrict advertising in a sector whose economic activity is regulated at the national level.
This article was first published on the Portuguese SiGMA News page on 14 July 2026.
In Mexico City, from September 1 to 3, 2026, North America meets Latin America. SiGMA North America welcomes 4,000 attendees for three days of business, insights, and inspiration for startups. Real insights. Real business. Book your spot.
