On November 6, 2025, the City Council of Belo Horizonte, Brazil’s sixth-largest city, took a decisive step by approving a new law that bans advertising of online betting platforms across the entire city. The initiative, proposed by Councilman Pedro Rousseff of the PT party, received overwhelming support with 34 votes in favor.
This legislative action is part of a broader effort by the City Council to address the risks associated with gambling and reduce the public’s exposure to betting platforms. As Brazil’s regulated betting market is rapidly expanding, the council is keen on implementing measures that safeguard public welfare. Another proposal, put forward by Councilman Wagner Ferreira (PV) with the backing of eight other council members, seeks to further tighten restrictions on betting companies’ promotional activities.
Legislative Framework
The new law, officially designated as Bill No. 297/2025, targets all forms of advertising by companies offering online betting, including sports bets and other types such as political wagers. It also prohibits sponsorships of events by betting companies, encompassing sporting, cultural, civic, and educational occasions. The legislation extends to indirect advertising methods, such as influencer marketing on social media and the pre-installation of betting apps on electronic devices sold in the city.
Councilman Rousseff explained that the bill’s purpose is to “curb stimuli that lead to compulsive behavior, promote collective well-being, and limit advertising practices that promote addiction.”
Complementary Proposal and Additional Restrictions
Councilman Wagner Ferreira’s complementary proposal, currently discussed alongside Rousseff’s bill, suggests even stricter measures. It aims to ban all forms of online betting advertising within Belo Horizonte, including the distribution of promotional items like gifts, coupons, and the organization of raffles and tournaments.
The proposal also includes a ban on setting up terminals, kiosks, or any devices enabling access to betting sites in commercial establishments, thereby preventing these spaces from serving as indirect gateways to digital gambling.
These legislative efforts underscore a growing concern among local authorities about the societal and economic repercussions of gambling expansion, particularly on vulnerable demographics.
Focus on Mental Health and Addiction Prevention
In tandem with the advertising ban, the City Council is considering a separate bill to establish a Municipal Policy for Mental Health Care aimed at individuals struggling with gambling addiction. This initiative seeks to create a structured approach to preventing, treating, and socially reintegrating those with compulsive gambling behaviors. The plan involves educational campaigns to highlight the dangers of gambling addiction and specialized care through Belo Horizonte’s Psychosocial Care Network (RAPS), including its Centers of Mental Health Reference (CERSAM).
Broader Context and Implications
The developments in Belo Horizonte mirror a larger national discourse on finding the right balance between regulation, taxation, and social responsibility within Brazil’s burgeoning igaming and sports betting sectors. Since the federal government’s authorization of fixed-odds sports betting and the regulation of online gambling, various municipalities and states have implemented local measures to counter potential adverse effects.
Belo Horizonte’s council decision stands as one of the first comprehensive municipal restrictions on betting advertising in Brazil. If ratified, this could pave the way for other cities to adopt similar measures, establishing tighter control over the promotion of gambling-related content to the public.
Councilman Rousseff emphasized, “This isn’t about prohibiting gaming itself, but about providing a safeguard against excessive exposure and irresponsible advertising that could lead to addiction.”
Looking Ahead
Following the initial approval, the bill will undergo a second vote in the City Council and will then be presented to the mayor for final approval or veto. Should it be enacted, Belo Horizonte will become one of the first major Brazilian cities to impose a total ban on online betting advertising, signaling a more cautious approach to the social ramifications of betting promotion.
The move by Belo Horizonte reflects a growing awareness and a proactive stance among Brazilian cities regarding the regulation of gambling activities. This awareness is driven by the understanding that while the betting market presents economic opportunities, it also poses potential risks that must be carefully managed to protect citizens, particularly those most susceptible to gambling-related harm.
A Different Perspective
While the City Council’s decision has been largely supported, there are those who argue that such measures could have unintended economic consequences. Critics suggest that advertising restrictions might stifle the growth of a burgeoning industry that has the potential to contribute significantly to the local economy through job creation and tax revenue.
Some industry advocates argue that rather than imposing outright bans, the focus should be on promoting responsible gambling through education and awareness campaigns that empower consumers to make informed choices. They contend that a balanced approach, which includes regulated advertising and comprehensive consumer protection measures, could achieve the dual goals of supporting economic development while safeguarding public health.
As the debate continues, Belo Horizonte’s actions will be closely monitored by other municipalities and stakeholders within Brazil’s igaming industry. The outcome may well influence the direction of future regulatory efforts across the country, highlighting the ongoing challenge of harmonizing economic interests with social responsibility.
Sarah Thompson is a seasoned writer specializing in casino gaming and online gambling. With over a decade of experience in the industry, Sarah brings in-depth knowledge and a keen eye for detail to her work at CasinoNoDeposits.com. Her expertise lies in uncovering the latest no deposit bonuses and providing comprehensive reviews of online casinos. Passionate about helping players maximize their gaming experience, Sarah combines her analytical skills with a flair for engaging storytelling.
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