A survey by Kantar Ibope Media shows that sports betting and online gaming companies invested R$ 422 million in advertising in the city of São Paulo between January 2025 and June 2026. The amount places the sector in sixth position among 184 advertiser categories, according to data from the Monitor Evolution platform.
The evaluated period coincides with the entry into force of the federal regulation of the betting market in January 2025. Since then, brands in the segment have expanded their presence on billboards, digital panels and urban furniture.
City Council examines restrictions
São Paulo's City Council is discussing bills that could prohibit or limit advertising by betting houses in public spaces. The Executive is preparing a substitute text to unify bills 553/2025, 560/2025 and 564/2025.
If approved, the measure could ban advertisements for the sector on buses, bus stops, elevator screens and other media. The proposal provides for a fine of up to R$ 50,000 per infraction and a 30-day license suspension in case of recurrence. Also under discussion is a ban on sporting events in the city for two years.
The amounts collected from fines would be earmarked for actions to prevent gambling addiction and to encourage educational sports.
Entities and clubs oppose
The National Association of Games and Lotteries (ANJL) criticized the restrictions. For the association, the limitation could reduce investments in an expanding market and harm urban furniture concessionaires, advertising agencies and other service providers.
ANJL also argued that advertising is a channel between companies and consumers and helps users identify regulated platforms, which would contribute to safer consumption.
The São Paulo Football Federation (FPF) and São Paulo's main clubs also spoke out against the bills. The FPF estimates that possible terminations and renegotiations of current contracts could cause an impact of more than R$ 1 billion on local finances.
Mayor and Rio de Janeiro
São Paulo's mayor, Ricardo Nunes, signaled that he intends to sign the new law if it is approved by councilors.
In Rio de Janeiro, Mayor Eduardo Cavalière issued a decree prohibiting advertising in the sector.
