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Betting advertising in Brazil within the rules, from creative to affiliate
One non-compliant ad can take a campaign down at peak spend and open an SPA/MF proceeding. Reviewing first costs less than fixing later.
Betting advertising is any commercial communication by an operator, affiliate or influencer about fixed-odds betting and online games. In Brazil it follows SPA/MF Ordinance 1,231/2024 (federal betting regulator), the warnings standardized in 2026 and CONAR Annex X (advertising self-regulation). Talk to a lawyer before launching a campaign, hiring an influencer or closing a sponsorship.
Betting advertising in Brazil answers to two layers at once. The state layer is SPA/MF Ordinance 1,231/2024, issued by the Secretariat of Prizes and Betting of the Ministry of Finance (the federal regulator) to govern responsible gambling and commercial communication, as amended by SPA/MF Ordinance 1,964/2026. The self-regulatory layer is Annex X of the Brazilian Advertising Self-Regulation Code of CONAR (the national advertising self-regulation council), with an update approved on August 27, 2026.
The timeline is real and recent. Since July 17, 2026, ads must carry standardized warnings, such as Ministério da Fazenda adverte: Apostar pode causar dependência (The Ministry of Finance warns: betting can cause addiction), in a horizontal, clear and legible band covering at least 10% of the ad. In July 2026, Interministerial Ordinance MF/SECOM/MJSP 73/2026 also took effect, with enforcement shared with consumer protection bodies. The new version of Annex X applies 30 days after publication.
We treat advertising as a process, not a one-off approval. We set up the review flow, the marketing chain contracts and the rapid response plan, so the operator knows what can go live, who approves it and how to take a piece down quickly.
When to call a lawyer
Ads from before July 17, 2026 are still running
Old creatives remain on profiles, programmatic media and partner channels without the standardized warnings required by SPA/MF Ordinance 1,964/2026.
Large affiliate base without control
Partners publish on their own, using easy-win language or calls to bet now. The operator is jointly liable for their ads.
CONAR complaint or Procon notice
A campaign has been challenged, whether before CONAR or by a Procon (state consumer protection agency). The response must be fast, technical and consistent with the rest of the operator's communication.
Sports sponsorship or athlete activations
Stadium activations, content with players and properties with a young audience require a careful reading of the rules protecting minors under 18.
What happens when you leave it for later
- Administrative sanctioning proceedings at the SPA/MF, with fines, suspension and, in serious cases, revocation of the authorization.
- CONAR recommendation to change or suspend the ad, often at the peak of media spend.
- Action by Procons and the Public Prosecutor's Office for misleading or abusive advertising, based on the Consumer Protection Code (Law 8,078/1990).
- Joint liability for affiliate content and reputational damage that affects sponsorships and commercial relationships.
How we work
Audit of ads in circulation
We review live campaigns, affiliate profiles and recurring creatives against the prohibitions and required warnings.
Checklist and approval flow
We build a legal review script per format (video, audio, static, influencer, sponsorship) and define who approves, within what time and with what evidence.
Marketing chain contracts
We adjust agency, affiliate, influencer and sponsorship contracts with prior approval, warnings, audit, contractual penalties and immediate takedown.
Training for teams and partners
We train marketing, agencies and affiliates on what the rules prohibit and how to apply the warnings in each format.
Response and defense
We handle responses to CONAR complaints, consumer protection notices and SPA/MF sanctioning proceedings.
What you receive
- Audit report on ads in circulation, with takedown or adjustment priorities
- Advertising checklist per format, updated with the 2026 rules
- Legal approval flow with deadlines and owners
- Affiliate, influencer and sponsorship contract templates with compliance clauses
- Rapid response plan for taking down non-compliant content
Why the firm
Two layers in one reading
We review each piece under the SPA/MF ordinance and CONAR Annex X at the same time, because an ad that passes one can fail the other.
Workable marketing
The goal is to keep the campaign live within the rules. We suggest alternative wording and formats, not just vetoes.
Contracts and advertising connected
The advertising rule becomes a clause in the affiliate contract, with an obligation, evidence and a consequence.
Illustrative scenario
Hypothetical scenario, for illustration only. An operator is preparing a campaign for a sports competition with several influencers. In the review, the firm finds scripts with calls to bet now, missing standardized warnings in short formats and a content creator whose audience is mostly young. It recommends script changes, warnings adapted to each format, replacement of the high-risk profile and immediate takedown clauses in the contracts. The campaign moves forward with a defined approval flow. The result of each campaign depends on execution and on the review by the competent authorities.
A hypothetical scenario, shown only to illustrate our method. Every case depends on its own facts.Frequently asked questions
What are the rules for betting advertising in Brazil in 2026?
The rules come from SPA/MF Ordinance 1,231/2024, as amended by SPA/MF Ordinance 1,964/2026, Interministerial Ordinance 73/2026 and CONAR Annex X. It is forbidden to target minors under 18, present betting as an investment or source of income, promise easy wins or use calls to bet immediately. Standardized warnings have been mandatory since July 17, 2026.
Which warning must appear in a betting ad?
The clauses standardized by SPA/MF Ordinance 1,964/2026, including Ministério da Fazenda adverte: Apostar pode causar dependência (The Ministry of Finance warns: betting can cause addiction). They must be horizontal, clear and legible, covering at least 10% of the length or size of the ad.
Is the operator liable for what an influencer posts?
Yes. SPA/MF Ordinance 1,231/2024 makes the operator jointly liable for affiliates' ads, a concept that includes anyone promoting betting for compensation tied to results. The contract must provide for prior approval and immediate takedown.
What changed in CONAR Annex X?
The update approved on August 27, 2026 tightened control over influencers and affiliates, providing for an accreditation program, gave more prominence to warnings and restricted elements that appeal to children and teenagers. It also limited participation in ads to people who are and appear to be over 21. The new rules apply 30 days after publication.
Can a betting company sponsor a football club in Brazil?
Yes, as long as it is an authorized operator and follows the sector's advertising rules. The sensitive points are association with youth teams and underage audiences, the use of athletes and the display of mandatory warnings.
Can an agency or media outlet be liable for an illegal betting ad?
Yes. SPA/MF Ordinance 1,233/2024 lists advertising for unauthorized operators among the infractions, and Interministerial Ordinance 73/2026 reinforced prior checks that the advertiser is authorized. Checking authorization before running an ad has therefore become a mandatory step.
Related matters
Is your campaign ready to go live?
Send us the creatives and the list of partners for review. We will point out what to adjust before the ads run.