Regulatory Radar | Fixed-Odds Betting – Ed. 07

Week of July 6 to 10, 2026

It was a week of tightening on every front. The Ministry of Finance unveiled tougher rules for betting advertising – including mandatory warnings modeled on those for cigarettes –, notified dozens of fintechs tied to the illegal market, and saw Congress speed up bills ranging from targeted restrictions to an outright ban on advertising. In the courts, an injunction pulled betting ads off the buses in Belo Horizonte. Below, the points that deserve your attention.

Finance Ministry tightens betting advertising, with mandatory warnings modeled on cigarettes

On Thursday, the Ministry of Finance announced a new package of rules for the advertising of authorized operators. The rules are being published today and take effect on July 17. The main novelty is a mandatory warning on every advertising piece, in the same spirit as those for cigarettes and alcohol: campaigns will have to display messages such as “The Ministry of Finance warns: betting makes you lose money” or “betting is not an investment”. A second rule, drafted together with the Ministry of Justice, bans presenting betting as an investment or easy money, creating a sense of urgency, using commentators or influencers to induce the public, and showing histories of past prizes. Advertising aimed at children and adolescents remains under zero tolerance. Those who breach the rules may face a fine of up to 20% of revenue, suspension for up to 180 days and, in cases of serious repeat offenses, loss of the authorization.

What this means: If you advertise, the timeline is extremely short: the rules take effect on July 17. It is worth reviewing right away all communication currently on air – your own, from sponsorships and from influencers – to insert the warnings and remove promises of winnings, urgency triggers and the “technical veneer” of commentators. The financial exposure is high and also reaches the outlets and platforms that carry the content.

Finance Ministry notifies 37 fintechs for moving money from illegal betting

Early in the week, the Ministry of Finance notified 37 fintechs suspected of intermediating funds for around 160 betting operators running without authorization in the country. The order is to block the accounts tied to these operators. The fintechs have until the end of August to adapt to the new rules of the National Monetary Council and, once those rules take effect, will have 24 hours to block the flagged accounts. Those that fail to comply may be held jointly liable for the operations and face fines proportional to the amounts moved. The measure rests on a late-June decree that created mechanisms to freeze money from the clandestine market.

What this means: Enforcement has stopped targeting only the betting site and now targets the payment channel. For fintechs, acquirers and financial partners, it is time to review the client portfolio and the know-your-customer flows – continuing to process payments for an unauthorized operator now brings direct risk of blocking, fines and joint liability.

Chamber advances a bill creating a framework against the illegal market

Along the same lines of curbing clandestine betting, a bill already moving through the Chamber of Deputies – the legal framework against the illegal gambling and betting market – received a favorable opinion from the rapporteur at the Constitution and Justice Committee, the last committee of merit before the floor. The text amends Brazil’s Betting Law, creates new crimes tied to illegal operation, imposes duties on banks and financial institutions, and reinforces advertising restrictions.

What this means: It is the most mature bill in the anti-illegal-market package and is heading toward a vote. If approved, compliance and blocking obligations rise across the entire chain – from operator to bank. For those already authorized, it tends to be an ally against clandestine competition, but it is worth tracking the new obligations that may fall on operators and financial partners.

A wave of bills in Congress aims to ban advertising for good

The week also brought a flood of new bills targeting advertising. In the Chamber alone, proposals were tabled to fully ban advertising, marketing and sponsorship by betting operators across all media – radio, TV, streaming, social networks and outdoor –, plus an older bill banning the very operation of betting, which is now moving jointly with others. Bills with narrower scopes also came in, such as banning affiliate contracts remunerated based on the bettor’s losses and mandatory-terminology rules in advertising.

What this means: None has become law yet – these are early-stage bills. But the volume and the cross-party origin show which way the wind is blowing: fewer famous faces, fewer ads during broadcasts and more restriction. Combined with the Finance Ministry’s new rules, they signal a far tighter advertising environment. It is worth mapping now where your brand depends on advertising and sponsorship.

Court pulls betting ads off Belo Horizonte’s buses

At the local level, the Minas Gerais State Court granted an injunction suspending betting advertising inside and on the back of buses and at passenger stops in Belo Horizonte. The transit concessionaires and the company behind the shelters have five days, counted from service of the order, to remove the pieces, under a daily fine ranging from R$ 50,000 to R$ 200,000 per defendant. The decision came from a citizen suit and adds to lawsuits by city councilors and a federal deputy challenging an operator’s sponsorship of an official city event. It ties into the broader dispute over jurisdiction: the Rio Grande do Sul state law restricting betting advertising is under challenge at the Supreme Court, in a case reported by Justice Cármen Lúcia that is expected to serve as a benchmark.

What this means: Local pressure has moved from paper to practice and now hits outdoor media and sponsorships concretely, with heavy fines. Legally, nearly all these rules and decisions run into the same doubt – whether a municipality or state may legislate on betting advertising, a matter the federal government maintains is federal. Until the Supreme Court sets the benchmark, it is worth mapping where your brand is exposed to local rules, especially in transit, events and public spaces, without treating them as final.

Looking ahead to next week

• The Finance Ministry’s new advertising rules take effect on July 17 – a short window to adapt campaigns.
• Notified fintechs are racing against the clock: compliance with the National Monetary Council rules by the end of August, with account blocking within 24 hours once the resolution takes effect.
• In Belo Horizonte, the five-day deadline to remove ads from buses is running; the challenge to an operator’s sponsorship of the official city festival, set for late this month, remains open.
• At the Supreme Court, the case on the Rio Grande do Sul advertising law continues under priority processing; the law’s effects are scheduled to start on August 25.
• In the Senate, a committee approved summoning the Finance Minister and inviting the Secretary of Prizes and Betting to discuss transparency and oversight of the sector.

Our team is available to discuss the impact of any of these topics on your business.

This material is for informational purposes only and does not constitute legal advice. The analyses reflect the team’s understanding as of the publication date and may be revised in light of regulatory or case-law developments. For specific guidance on particular situations, please consult a member of our team. © Souto, Correa Advogados — Betting Regulation Practice.