Brazil's Finance Ministry Investigates Betting Ads Amidst World Cup Surge
Authorities probe potential breaches of advertising laws as gambling participation more than triples during the tournament.
Brazil's Finance Ministry has requested explanations from two media outlets and four betting operators concerning content that may violate current regulations, and has ordered the immediate suspension of any advertisements found to be in breach. The move comes as sports betting advertising intensifies during the World Cup, drawing criticism and calls for tighter controls.
Since the tournament began, the percentage of Brazilians placing bets has more than tripled, rising from 11% in May to approximately 35% by the end of June, according to a study by fintech company Klavi. This surge in gambling participation has coincided with increased scrutiny over advertising practices, including live presenter endorsements and real-time odds promotions, which have sparked public indignation.
Brazil has become the third-largest market for sports betting globally, following the U.S. and the U.K. The rise in gambling has led to concerns about addiction, with the number of people seeking care for gambling addiction more than doubling in the past five years, according to Brazil's health ministry. A 2025 study by the Institute of Studies for Health Policies estimated that betting and gambling cost Brazilian society 38.8 billion reais ($7 billion) annually and contribute to increased rates of suicide and depression.
In response to growing concerns, the Brazilian government implemented new regulations in 2023 after rampant advertising and sponsorship in an unregulated market following the legalization of sports betting in 2018. Finance Minister Dario Durigan recently stated that the government would announce further measures to enhance regulation.
CazéTV, a streaming platform broadcasting all World Cup games in Brazil, has faced particular scrutiny for integrating betting promotions into its commentary. The platform's commentators have promoted betting during live game broadcasts, leading to concerns about exposure to minors and vulnerable groups. Brazil's National Consumer Secretariat initiated an investigation into CazéTV's broadcasts on June 24. The country's advertising self-regulator also opened proceedings and recommended suspending betting ads read aloud by presenters and commentators.
In response, CazéTV stated that it would adopt a more conservative approach to betting brand integrations and adhere to a more traditional advertising format, asserting that its current advertising complies with Brazilian legislation.
Some Brazilians view sports betting as a pastime rather than a source of income. Gustavo Freitas, who works in advertising, has increased his betting since the World Cup began but sees it as a hobby, drawing a parallel to playing video games on weekends, and acknowledging that "the bank always wins." Others, like 22-year-old transport inspector Michael Marcos, have experienced anxiety due to betting, taking breaks to manage mental health, though he resumed betting during the World Cup and plans to stop again after the tournament.