Brazil’s betting companies protest Lula’s ban through football advertising boards
Licensed betting companies went to Brazilian top-flight football stadiums in a joint demonstration to convey messages about the consequences of the ban on betting.
In matches on Friday and Saturday, companies associated with the National Association of Games and Lotteries (ANJL) and the Brazilian Institute of Responsible Gaming (IBJR) gave up space on the boards around the field to display protest phrases. The signs said: “To prohibit is not to protect” and “The ban doesn’t end gambling”.
The action is a response to Provisional Measure 1,394, which banned online betting in Brazil.
The messages were displayed during matches between São Paulo and Santos on Friday, and Atlético-MG and Bragantino on Saturday. These clubs are among several impacted by the federal government’s decision.
The provisional measure affects not only existing commitments, but also the planning for upcoming seasons, the negotiation and renewal of sponsorships and the predictability of investment in sport.
“For ANJL and IBJR, maintaining a regulated environment with clear rules and legal certainty is fundamental so that clubs, companies and other agents in the sports chain can plan their long-term investments,” said Plínio Lemos Jorge, president of ANJL.
Carlos Lima, president of IBJR, stressed that the discussion also involves the predictability of a market structured based on authorisations granted by the state itself.
“For the entities, any changes must consider the effects on this chain and preserve the legal security necessary for companies, clubs, and other partners to plan investments and fulfill their commitments,” Lima stated.
The manifesto
Signed by ANJL and IBJR alongside licensed operators in Brazil, the manifesto argues that the ban does not end betting in the country, but rather eliminates protection for bettors.
According to the Ministry of Finance, 31 million people were active on licensed platforms and the vast majority were betting recreationally and responsibly.
Since the enactment of the provisional measure on 25 September, the illegal market has surged in Brazil. The manifesto, therefore, reinforces the warning that betting should be legalised, not only for the benefit of those who bet, but for the whole of Brazilian society.
The document warns about the growth of the black market, which is exploited by organised crime to scam the most vulnerable. According to data from Legitbet, the official monitoring platform of ANJL, 6,401 new illegal websites were observed between 22 and 28 September. In addition, 811 links to these platforms were identified on monitored channels.
Before the ban, the illegal market already accounted for 41% of the volume wagered in the country. Now organisations project that this number will reach 100%. The consulting firm LCA estimates that up to BRL73 billion ($14 billion) in revenue would be at risk between 2027 and 2030 if all demand were to migrate to illegal operators.
ANJL and IBJR reiterated their concern about household debt and problematic gambling. According to these organisations, a highly regulated market is best positioned to address the problem.
Therefore, they are willing to discuss deposit and time limits, stricter advertising rules, mental health care and more rigorous measures to combat illegal websites – measures that cannot be demanded of those operating clandestinely. For them, prohibition does not protect the bettor: it only pushes them into unregulated environments.