With the goal of expanding consumer protection measures, the government of Rio Grande do Sul sanctioned Law No. 16,508\2026 on sports betting advertising.
The new rules make advertising campaigns more restrictive, limiting hours and locations, as well as their content.
Companies in the sector will have a period of 4 months to adapt to the new legislation in the state.
New rules that bets must follow in RS
While the Bets Law, at the national level, does not set specifications for betting advertising, the legislation in Rio Grande do Sul expands the restrictions.
One of the main rules established by the new law stipulates that warnings about the risks of gambling must occupy 15% of the total area of the betting advertisement.
If there is audio in the marketing action, information about gambling addiction and age restriction must be transmitted at the same volume and speed as the main message.
Texts such as “Betting can cause addiction and harm to you and your family,” “Gambling can cause over-indebtedness,” and “Participation by minors under 18 is prohibited” must be present in every advertisement.
Audiovisual betting advertising messages on open or paid TV, on streaming services and video on demand, or on radio may only be broadcast between 9 PM and 6 AM.
Still regarding advertising messages, the use of mascots, animations, or AI images aimed at minors or famous personalities among teenagers and children is also prohibited, as well as betting ads near schools.
Finally, the state law also impacts sports sponsorship, since from now on it will only allow the brand name on team jerseys, without encouraging gambling.
Law expected to be challenged in court
The enactment of the betting advertising law sparked a reaction from the betting market in Rio Grande do Sul.
The president of the Brazilian Association of Radio and Television Broadcasters (Abert), Cristiano Lobato Flôres, assessed that the new legislation in RS creates legal uncertainties and room for unlicensed companies, according to information from GZH.
Both the entity and the sector in general are expected to take legal action, arguing that betting advertising is not a state matter, but a federal one.