TLDR
- Licensed betting companies used ad boards at two Brasileirão Serie A games to protest Brazil’s new ban on regulated betting.
- The protest targets Provisional Measure No. 1,394/2026, issued by President Lula on September 25.
- The boards showed messages like “Banning is not protecting” and “Banning does not end betting.”
- Industry groups ANJL and IBJR warn the ban could hurt clubs and sponsors and push bettors to illegal sites.
- The groups want stricter rules, such as tighter deposit limits and ad rules, instead of a full ban.
Licensed betting companies in Brazil used two top-flight football matches this week to protest a new government ban on regulated betting.
The messages appeared on advertising boards during Brasileirão Serie A games. São Paulo played Santos on October 2, and Atlético-MG faced Red Bull Bragantino on October 3. Both were postponed matches from the league’s 21st round.
The campaign was organized by companies linked to the National Association of Games and Lotteries (ANJL) and the Brazilian Institute of Responsible Gaming (IBJR).
What the Ban Says
The protest targets Provisional Measure No. 1,394/2026. President Luiz Inácio Lula da Silva issued the measure on September 25.
The measure bans the regulated betting market in Brazil. It is now moving through the country’s political and legal process.
The boards showed three messages: “Banning is not protecting,” “Banning does not end betting,” and “It ends the protection of those who bet.” These lines came from a manifesto ANJL and IBJR released soon after the ban was announced.
Industry Groups Warn of Effects on Football
ANJL and IBJR say the ban will affect more than bettors. They say clubs, sponsors and others in the sports economy will also feel the impact.
According to the groups, current sponsorship deals and long-term investment plans were built around rules set by the Brazilian government.
“For ANJL and IBJR, maintaining a regulated environment, with clear rules and legal certainty, is essential so that clubs, companies and other agents in the sports ecosystem can plan their long-term investments,” said ANJL president Plínio Lemos Jorge.
IBJR president Carlos Lima pointed to uncertainty in a market built on state-issued authorizations. “For the organizations, any changes must consider the effects on this chain and preserve the legal certainty necessary for companies, clubs and other partners to plan investments and fulfill their commitments,” Lima said.
The manifesto argues that a ban will not stop people from betting. Instead, the groups say it could push betting onto illegal sites.
The associations cite official and industry estimates showing millions of Brazilians bet online before the ban. They say illegal platforms do not have to follow the same rules on identity checks, responsible gaming or taxes.
They also point to estimates that part of the betting market was already illegal before the ban. The groups say that share could grow sharply without licensed operators, hurting tax revenue and consumer protection. These figures are industry estimates used to support their case.
The associations say more should be done to address problem gambling and household debt. However, they argue the answer is stronger rules, not a ban.
Their proposals include stricter deposit limits, shorter time limits on deposits, new mental health measures and tighter advertising rules. They also call for stronger enforcement against illegal betting sites.
Betting companies have become major business partners of Brazilian football. The matches on October 2 and 3 placed the industry’s message in front of large audiences as the provisional measure moves forward.
