Fixed-Odds Betting Advertising: What Changes Under the Recent Regulatory Amendments

The regulatory environment applicable to fixed-odds betting advertising underwent new updates in July 2026. Within a short period, federal and municipal normative acts were published addressing different aspects of the sector’s commercial communication, including new advertising requirements, duties applicable to the agents involved in the promotion of betting, updates to mandatory warnings, and specific rules for advertising in public spaces.

Although each rule has its own specific scope, the general set of measures reflects the continued development of the regulatory framework for betting advertising, with effects on authorized operators, advertising agencies, sponsors, influencers, digital platforms, media outlets, and other agents involved in the promotion of fixed-odds betting.

Last Friday, July 10^th, 2026, Interministerial Ordinance MF/SECOM/MJSP No. 73/2026 and Ordinance SPA/MF No. 1,964/2026 were published, supplementing the regime established by Law No. 14,790/2023 and Ordinance SPA/MF No. 1,231/2024, with the introduction of new rules applicable to the advertising, communication, marketing, and offering of fixed-odds betting in Brazil. 

Although the previous legislation already provided for responsible gambling rules, protection of minors, and restrictions on advertising by unauthorized operators, the new Ordinances introduce more specific obligations and detail the duties applicable to the various agents involved in the promotion of betting.

Interministerial Ordinance No. 73/2026 extended compliance with advertising rules beyond betting operators, also reaching individuals and legal entities that produce, promote, sponsor, disclose, broadcast, distribute, boost, or place advertising related to betting, including internet application providers and advertising content suppliers.

Therefore, in practice, the rule now covers various participants in the communication chain, such as operators, advertising agencies, sponsors, influencers, content producers, affiliates, digital platforms, media outlets, and other agents involved in the promotion of the activity.

The Ordinance presents a non-exhaustive list of practices that may constitute violations of the applicable legislation, including the promotion of unauthorized operators, the disclosure of brands or electronic channels other than those included in the official list of authorized operators, and the use of mechanisms that direct users to unauthorized operators.

The Ordinance reaffirms and details conduct related to the content of advertising campaigns, covering, among other points, messages that present betting as a form of investment, source of income, solution to financial difficulties, or recovery of losses, as well as content directed, directly or indirectly, at children and adolescents.

The Ordinance also pays attention to the format editorial content and advertising actions may be presented. Among the practices exemplified as incompatible with the regulation is the disclosure of betting strategies, predictions, technical opinions, or analyses of sports events when, due to their temporal, spatial, or contextual proximity to advertising content, can induce or influence the placement of bets on a given event or market.

In addition, the rule prohibits the display of winning bets, including in legal tender, as well as the disclosure of false or misleading information about winning probabilities or about the possibility that the bettor’s skill, dexterity, or experience may influence the outcome of the bet.

It is also now expressly prohibited to disclose brands, domains, applications, social media profiles, hyperlinks, QR Codes, affiliate links, or promotional codes related to unauthorized operators.

Before advertisements are placed or campaigns are boosted, verification must be carried out regarding the operator’s authorization and the correspondence between the disclosed content and the official list of authorized operators. Minimum advertiser information, such as name or corporate name, CNPJ, and authorization number, must also be obtained and kept in a clear and accessible manner in the interfaces of the advertising placement agents.

The Ordinance also provides that the official list of nationally authorized operators will be maintained and updated by the Secretariat of Prizes and Bets (SPA), in a format that allows consultation by application providers and by bodies that are part of the National Consumer Protection System, serving as a reference for the prior verification required by the rule.

Furthermore, the Ordinance also provides for an exclusion of liability for advertising content suppliers in cases of merely incidental retransmission of brands, logos, signs, or other visual elements present in the original setting of sports events or other events held abroad, provided that there is no specific insertion, editing, highlighting, targeting, promotion, or commercial exploitation.

The Interministerial Ordinance reaffirms that betting advertising directed at children and adolescents is considered abusive and provides for measures aimed at restricting this audience’s access both to betting services and to advertising content related to the activity.

Among the measures provided, the Ordinance assigns specific duties to certain agents in the digital environment. App stores and operating systems must prevent the availability, to accounts belonging to children and adolescents, of applications that promote, offer, or enable access to fixed-odds betting, as well as those that do not have age verification mechanisms. Social media providers, in turn, must prevent advertising or promotional content related to fixed-odds betting from being made available to accounts belonging to children and adolescents, subject to the provisions of the applicable legislation.

The recent publications also reinforce the continuous coordinated action among different Public Administration bodies.

The Interministerial Ordinance provides for cooperation mechanisms among the SPA, the National Consumer Secretariat (Senacon), and the National Secretariat for Digital Rights, including the exchange of information on authorized operators and on indications of the offering or promotion of unauthorized betting.

Interministerial Ordinance MF/SECOM/MJSP No. 73/2026 also establishes that any violations may be investigated autonomously and independently by Senacon and the other bodies that are part of the National Consumer Protection System, based on the Consumer Protection Code, and by the SPA, within the scope of Law No. 14,790/2023.

It was also determined the possibility that the final imposition of sanctions arising from violations governed by the Ordinance may lead the Social Communication Secretariat of the Presidency of the Republic to initiate an administrative proceeding to assess the suspension or cancellation of the offender’s registration in the National Registry of Advertising Placement Agents (Midiacad), subject to adversarial proceedings, full defense, and a reasoned decision.

Along the same lines, Ordinance GAB/SENACON No. 71/2026, published last Friday (July 10^th), established a Working Group aimed at preparing a national program for coordinated action by the National Consumer Protection System focused on the fixed-odds betting market. 

Its duties include preparing a technical diagnosis of consumer relations in the sector, developing enforcement guidelines and protocols, formulating technical references for the actions of consumer protection bodies, and submitting a final report with proposals arising from the work carried out.

Complementing this set of measures, Ordinance SPA/MF No. 1,964/2026 amended Ordinance SPA/MF No. 1,231/2024 to update the mandatory warnings that must appear in communication, advertising, publicity, and marketing actions related to fixed-odds betting. As of July 17th, 2026, advertising materials must contain one of the following messages, horizontally, clearly, legibly, and proportionally to the advertisement, occupying at least 10% of its length or size:

Although the use of mandatory warnings was already provided for in the regulation, the new rules limited the options of phrases that may be used and increased the severity of the messages, which now emphasize the risks of the activity more directly.

Finally, Ordinance SPA/MF No. 1,964/2026 revoked Paragraph 4 of Article 42 of Ordinance No. 1 SPA/MF,231/2024, which provided for compliance with Law No. 5,768/1971 in cases of free distribution of prizes, through sweepstakes, gift vouchers, or contests, for advertising purposes.

At the municipal level in Rio de Janeiro, Decree Rio No. 58,274/2026 was published on Monday (July 13^th), prohibiting outdoor advertising and advertising in public spaces aimed at promoting fixed-odds betting platforms in the Municipality of Rio de Janeiro.

The prohibition covers, among other elements, brands, logos, symbols, slogans, and other signs capable of directly or indirectly identifying betting platforms, applying to spaces whose advertising exploitation depends on municipal authorization, license, permission, concession, or another administrative act.

The Decree also provides for effects on contracts and instruments entered into by the Municipal Public Administration involving advertising exploitation, establishes the authority of the Licensing and Enforcement Coordination Office to enforce the rule, and determines its application to campaigns and events promoted by the Municipal Administration.

The Municipality of Belo Horizonte followed the same approach, with the publication, on Tuesday (July 14^th), of Decree No. 19,654/2026, prohibiting the installation of static or digital advertising aimed at promoting fixed-odds betting operators in bodies and entities linked to the Belo Horizonte City Government.

The restriction covers urban furniture, such as bus shelters, public clocks, and information totems, as well as municipal real estate, including schools, health centers, hospitals, parks, squares, libraries, cultural centers, sports facilities, and public administration buildings. The rule also applies to municipal concessions, permissions, and authorizations, as well as to events promoted by the Municipal Government.

The decree also established a territorial prohibition on the installation of betting advertising within a 100-meter radius of schools, museums, and public facilities or services intended to serve children, adolescents, and young people.

Municipal Executive Branch bodies and entities will have 15 business days to review existing administrative acts and contracts and adopt the necessary measures.

These municipal measures reinforce the trend toward greater control of betting advertising in public circulation spaces, especially in environments managed by or under the direct influence of local public authorities.

The recent regulatory changes demonstrate the continued development of the regulatory framework applicable to fixed-odds betting advertising, ranging from specific requirements for advertising materials to consumer protection mechanisms, institutional coordination, and the regulation of advertising at the municipal level.

In this scenario, operators, agencies, sponsors, influencers, digital platforms, media outlets, and other participants in the advertising and marketing chain should assess the need to review campaigns, internal procedures, contracts, and approval flows, considering the new applicable provisions and the particularities of each activity.

FAS Advogados monitors the evolution of the regulation applicable to the sector and remains available to assist in analyzing the impacts of the new rules and evaluating alternatives for adapting communication, advertising, and marketing strategies.