Rio de Janeiro restricts betting advertising in public spaces as Brazil tightens marketing rules

Rio de Janeiro has introduced restrictions on betting advertising across municipal-controlled public spaces, becoming the latest Brazilian authority to impose tighter controls on how betting operators can promote their brands.

The city government published Decree Rio nº 58.274/2026 on 13 July, prohibiting advertising for fixed-odds betting platforms in outdoor media locations and other spaces where advertising activity depends on municipal approval, including public assets, street furniture and other authorised advertising structures.

Under Rio’s new rules, the restrictions extend beyond traditional adverts to other forms of brand exposure. The ban covers company names, trademarks, websites, apps, promotional campaigns, bonuses, slogans, logos, mascots and other elements that could identify a betting operator.

The prohibition also applies to events sponsored, contracted or organised by Rio de Janeiro City Hall, as well as advertising agreements involving municipal concessions, licences and authorisations.

Responsibility for enforcement will fall to the city’s Licensing and Inspection Coordination (CLF), which can order the removal of non-compliant advertising and apply penalties under municipal legislation. The city has granted advertisers and operators a 10-day period to remove or amend existing campaigns before fines are applied.

Rio mayor Eduardo Cavaliere said the municipality would not allow publicly regulated advertising spaces to be used to promote an activity that he claimed had contributed to debt, compulsive behaviour and negative impacts on families.

The move comes as Brazil prepares to implement a stricter national framework for betting advertising. New federal rules published by the Ministry of Finance will take effect on 17 July, requiring betting advertisements to include mandatory responsible gambling warnings and restricting campaigns that present betting as an easy way to make money or an investment opportunity.

The new advertising requirements form part of Brazil’s broader effort to establish a more controlled regulatory environment for fixed-odds betting following the launch of the regulated market in January 2025.