Brazilian authorities have opened investigations into sports betting advertisements shown during 2026 FIFA World Cup broadcasts, increasing scrutiny of how licensed operators promote gambling in the country’s newly regulated market.
The Ministry of Finance has launched proceedings against betting operators after officials identified concerns with commercials aired during matches on CazéTV. The ministry said some adverts appeared to encourage an “urge to bet” while displaying mandatory gambling risk warnings in an illegible size.
Brazilian rules require operators to communicate gambling risks clearly, including warnings on indebtedness and age restrictions. The Secretariat of Prizes and Betting has ordered the immediate suspension of the adverts under review while the process continues.
The operators involved and the broadcaster have been notified and given ten business days to provide explanations. The ministry has indicated that the current review could become a sanctioning proceeding after the companies submit their responses.
Potential penalties under Brazil’s betting framework include fines and, in serious cases, licence suspension or revocation. Authorities have said sanctions can reach up to R$2bn (US$365m), depending on the nature of the breach and whether repeat offences are identified.
The Ministry of Justice is also examining whether the adverts breached consumer protection rules or involved abusive commercial practices.
A separate civil public inquiry has been launched by the Federal Public Prosecutor’s Office in the Federal District. The inquiry is focused on whether federal authorities have adequately regulated and monitored online betting advertising.
The investigation follows complaints that adverts shown during World Cup broadcasts on CazéTV were abusive and misleading. Prosecutors said they would assess whether government action is sufficient to comply with constitutional requirements on advertising services that may harm public health and household finances.
The inquiry will also examine whether Law No. 14.790/2023, Brazil’s fixed-odds betting legislation, has been properly applied. The law prohibits advertising directed at children and teenagers and bars promotional claims without a factual basis on winning chances or expected prizes.
Protection of minors is central to the investigation. Prosecutors said they are seeking to guarantee the safety of vulnerable groups, especially children and adolescents exposed to media programmes and sports events with mass appeal.
Information has been requested from the Secretariat of Prizes and Betting, the National Consumer Secretariat, the Ministry of Justice, advertising self-regulator Conar, the Central Bank, broadcasters and academic institutions.
Conar has already recommended suspension of the adverts under scrutiny. The Brazilian Institute of Responsible Gaming said it supports investigations into any proven practices that breach current legislation and remains available to support improvements to public policy.
CazÉTV has previously said its advertising arrangements comply with Brazilian law, follow Conar guidelines and involve only authorised betting operators.
The investigations come as Brazil’s licensed betting market expands rapidly during the World Cup. The tournament is driving significant customer acquisition activity, but the advertising reviews show that regulators are prepared to test how operators and media partners apply the country’s new marketing rules in practice.
