Federal Deputy Erika Hilton (PSOL-SP) has filed a request with the Federal Public Prosecutor’s Office (MPF) aiming to ban sports commentators and analysts from advertising online betting platforms during broadcasts of this type of event.
The move directly targets the format of advertising integrated into editorial content, a practice that has gained significant traction in the Brazilian sports media market, especially amid World Cup
coverage.The focus of the action
The main technical argument of the submission presented by the congresswoman targets the use of journalistic credibility to drive real-time betting conversions.
The central points of the MPF document include:
- Credibility conflict: the action argues that commentators use their authority as experts and the public’s trust to recommend bets in a commercial manner.
- Ban on live odds: the request demands a ban on mentioning odds, winning estimates, and probabilities when seamlessly inserted into match commentary.
- Lack of disclosure: by disguising advertisements as technical analysis, operators and media outlets violate advertising disclosure rules, according to the congresswoman.
Vulnerability and the “World Cup Effect”
According to the legal filing, the current model of advertising insertions takes advantage of moments of high emotional intensity and entertainment, when the public is psychologically more vulnerable, without applying effective protection filters or time restrictions.
“Betting is not sport. It’s gambling,” Hilton stated while defending the urgency of immediate action by the regulatory body.
Erika also stated “It is unacceptable for a commentator to use their position as an expert to induce viewers to bet,” in a post on X.
The impact on the affiliate market
If accepted by the MPF, the measure could reshape the influencer marketing ecosystem and commercial partnerships between betting operators and major TV and streaming networks in Brazil.
Currently, sponsorship packages involving “live merchandising” and expert picks are among the most valuable assets in the country’s sports advertising sector.
The legal filing is now awaiting review by prosecutors from the Federal Public Prosecutor’s Office to determine whether a civil inquiry will be opened or conduct adjustment agreements (TAC) will be applied to the media outlets and operators involved.