Brazil Investigates Esportes da Sorte Over Alleged Betting Advertising Violations
An administrative proceeding has been opened against Esportes da Sorte, the brand controlled by Grupo Esportes Gaming Brasil, related to a possible violation of Brazilian betting advertisement rules during the 2026 FIFA World Cup. The case was disclosed by Folha de S. Paulo and falls into the category of gambling advertisements broadcast during the competition reviewed by the Brazilian government.
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In particular, the investigation involves an ad shown by Brazilian broadcaster SBT prior to the World Cup match between England and Croatia in the group stage. Regulators will determine whether the advertisement met all the criteria stipulated in the rules governing promotion of licensed betting operators in Brazil.
Advertisement Being Investigated
According to the publication, the presenter of SBT made a recommendation to make a certain bet on the game when England scores, emphasizing the possible return on investment from the bet. In addition, viewers were advised to make such a bet, and the QR code leading directly to the betting platform was displayed on the screen during the broadcast.
Moreover, according to Folha de S. Paulo, the ad also noted the favorite position of England in the World Cup and even highlighted striker Harry Kane, which will be checked during the investigation whether the advertising content has not surpassed the boundaries set by Brazilian legislation.
Similar Cases Against Betting Advertisements
This proceeding is the fourth investigation initiated by the Ministry of Finance in connection with broadcasting betting ads during the World Cup. Previously, the Ministry of Finance filed complaints against bet365, Betnacional, and KTO. These cases involved advertisements shown on SBT during CazéTV’s broadcasts of FIFA World Cup games.
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According to the report, Esportes da Sorte confirmed receipt of the notice from the Ministry of Finance regarding this proceeding and indicated that all the adjustments demanded by regulators have been made. As for SBT, this broadcaster refused to make any comments regarding the investigation.
Thus, now authorities will determine whether the ad violates the rules of promotion of bets and whether there was coordination of activities of the operator and broadcaster regarding the broadcasting of the campaign. After conducting the analysis, the Ministry will decide either to close the case or impose administrative sanctions.
Changes in the Advertising Rules Expected
The Secretariat of Prizes and Betting (SPA) operating under the Ministry of Finance said that after a series of investigations related to the broadcast of World Cup games, the agency plans to change the rules regarding promotion of bets in Brazil.
In particular, it is planned to oblige licensed betting operators to clearly highlight the possible risks of losses from bets in their promotions. This move aims to strengthen consumer protection in Brazil in view of the regulation of the betting market.
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Source: SBC Noticias
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