Erika Hilton calls on MPF to ban betting advertising during World Cup broadcasts
Federal deputy Erika Hilton announced on Tuesday (23) that she had filed a request with the Federal Public Prosecutor’s Office (MPF) asking the courts to prohibit sports commentators from promoting betting operators and suggesting wagers during broadcasts of sporting events. The decision was made in response to the growing presence of betting advertising in coverage of the Club World Cup.
In a social media post, the lawmaker said it is “unacceptable for a commentator to use their position as an expert to induce viewers to place bets.” Erika also criticised the practice of presenting bets on unlikely outcomes as easy profit opportunities, arguing that this type of communication may lead audiences to interpret low-probability events as advantageous wagers.
The request submitted to the MPF seeks to prevent professionals involved in sports broadcasts from recommending specific bets or displaying live odds, a practice that has become very common during football broadcasts, especially throughout the 2026 World Cup.
The document sent to the MPF argues that betting recommendations made by commentators may violate Brazilian legislation by failing to clearly identify such content as advertising. Erika calls on Article 36 of the Consumer Protection Code, which establishes that advertising must be presented in a way that allows consumers to identify it easily and immediately. According to her, when a commentator suggests a bet during the technical analysis of a match, the message may be interpreted as expert opinion rather than advertising.
The lawmaker also cites Law 14.790/2023, known as the Bets Law, which prohibits campaigns that portray betting as a means of achieving financial success, make unfounded claims about winning chances, or target minors. The petition submitted to the MPF references an example that occurred during a broadcast of the match between Canada and Qatar. According to the document, commentators recommended a wager on both teams to score, offering odds of 4.20, even though Canada was leading 3-0 at that moment.
The match ended in a 6-0 victory for Canada, causing bettors who followed the recommendation to lose money. For Erika Hilton, cases such as this demonstrate that the practice is not an isolated incident, but rather a commercial strategy used by betting operators during major sporting events.
Betting advertising during the World Cup
At present, virtually every World Cup broadcast includes at least one advertisement from an online betting operator. Companies in the sector are sponsoring broadcasts on free-to-air television, streaming platforms, digital channels, and in-person events aimed at fans.
According to a study by Warc Media, the 2026 World Cup is expected to generate around US$10.5 billion in global advertising spending during the quarter in which the tournament takes place. In Brazil, expectations are that the event will further boost the betting industry. Some experts estimate that Brazilians could place up to BRL 31 billion in bets during the competition, equivalent to around 10 per cent of the projected global market for the tournament.
A survey conducted by CNDL (National Confederation of Shopkeepers) and SPC Brasil, in partnership with Offerwise, found that 41 per cent of Brazilian consumers intend to place bets during the World Cup. Other media monitoring data show that the country’s leading betting operators invested BRL 327.2 million (US$63.3 million) in advertising in the first quarter of 2026 alone. Betano led spending during the period analysed.
Debate over restrictions gains momentum
The debate over the visibility of sports betting is not new in the National Congress. In May 2025, the Senate approved a bill restricting betting advertising and prohibiting athletes, influencers, artists and media personalities from participating in promotional campaigns for the sector. However, the text still depends on analysis by the Chamber of Deputies.
Supporters of stricter rules argue that displaying odds through commentators blends sports analysis with commercial promotion in a high-audience environment. Industry representatives, on the other hand, contend that advertising by authorised companies is essential to distinguish regulated operators from illegal platforms.
If the courts grant Erika Hilton’s request, the decision could directly affect the commercial model adopted by broadcasters, streaming platforms, and media companies that currently display odds and betting recommendations during sports broadcasts. The case may also influence the progress of legislative proposals seeking to tighten betting advertising rules in the country.
This article was first published on the Portuguese SiGMA News page on 25 June 2026.
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