Rio Grande do Sul Enacts Strict Limits on Gambling Advertising
Rio Grande do Sul State authorities have recently approved additional restrictions on advertising gambling-related products. They were implemented as part of the enactment of the new Law No. 16,508/2026, signed by the governor of Rio Grande do Sul State, Eduardo Leite. According to the document, it came into force on April 27.
The primary goal of the law is described as follows: “Protecting consumers, as well as young people and children, guaranteeing childhood and youth, assisting people in vulnerable situations and contributing to preventing problem gambling and overindebtedness.”
Compulsory Warning Messages on Problem Gambling
One of the key requirements provided for by the legislation concerns mandatory warning messages about problem gambling in any form of advertising. Such messages should be clearly visible, legible, and take up at least 15% of the advertisement area.
If an advertisement has sound or video components, warning messages must be pronounced at the same volume and speed as the main messages.
Also, gambling companies should inform people about the risks of problem gambling, share advice about what needs to be done if such a condition arises, and provide contact information for specialists who can help solve the problem.
Strict Requirements for Advertising to Protect Children and Young People
The legislation also imposes special obligations aimed at preventing children and young people from accessing gambling-related advertisements.
Firstly, it is forbidden to create advertising materials aimed at attracting people younger than 18 years old, directly or indirectly. Secondly, it is impossible to use animations, fictional characters, or any other means intended to attract children and adolescents’ attention.
Moreover, minors cannot participate in gambling campaigns by image, voice, or personal opinion. Finally, famous personalities or popular artists associated with young audiences are not allowed to advertise gambling.
Advertising encouraging betting behavior is also forbidden. It involves promoting bonuses, privileges, or gambling advantages.
Restrictions on Public Advertising Areas
The new legislation covers all aspects of advertising gambling services. In particular, it limits access to them in the public domain, namely, stadiums, sports grounds, and other related locations.
However, advertising gambling brands may be allowed in sports facilities under sponsorship or naming agreements. The same applies to any other public space located close to educational institutions and event venues used predominantly by minors.
Penalties for Violating the Legislation
In case of non-compliance with the new restrictions, gambling operators can face administrative penalties, including warnings, financial sanctions, and even license suspension.
The new legislation signals the beginning of a strict control system for regulating betting advertising in Brazil.
A Part of the Region’s Trends
The new restrictions approved in Rio Grande do Sul State are a response to the growing concern about the social effects across Latin America. Similar discussions are ongoing in Argentina, where some regions are considering tightening rules on advertising gambling products.
These tendencies demonstrate a clear trend towards developing a more rigid regulatory policy in the region regarding the gambling industry. It is based on international practice when the expansion of the market leads to a growing level of social pressure and the introduction of regulatory restrictions.
Consequences for Gambling Companies
Operators should be aware of the new legal requirements imposed by the legislation. Since advertising is traditionally considered the most effective method of acquiring customers, these restrictions may lead to changes in the company’s development strategy.
Gambling firms will focus on retaining existing clients, promoting their services transparently, and implementing responsible gambling policies. Such measures can serve as an example for other states in the region to implement similar restrictions.
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Source: SBC Noticias
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