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The Brazilian version of Betano’s Director of Institutional Relations, Guilherme Figueiredo, has expressed his support for the continuation of sports betting ads in Brazil, while highlighting the federal government’s sports gambling regulations. Speaking in an interview with Folha de São Paulo, he said a policy of regulation and consumer protection has proved more effective than a policy of prohibition, as is the case with the Brazilian efforts of his company, Paulo’s Painel S.A.
Figueiredo said the government’s efforts to address the illegal operators and educate the consumer have been effective in improving the regulated market. Betano is one of the biggest regulated sports betting operators in Brazil with around a quarter of the market.
Advertising Debate During the 2026 FIFA World Cup
Additionally, Figueiredo spoke about the controversy surrounding the betting promotions during the 2026 FIFA World Cup on CazéTV. Reacting to the bad news coverage, he said none of the companies were in breach of existing laws.
The three companies involved were not guilty of anything illegal, but the fact that the promotion of odds took place during matches at a very high level of the general public meant that it was ultimately something bad, he said.
Within three days, CazéTV reconfigured its strategy, keeping its brand in view while focusing on responsible gaming messages, according to the executive. He also welcomed the new rules for advertising, brought in by the Ministry of Finance in Brazil, claiming that operators are ready to abide by the new rules to follow communication standards.
“What we have always defended is that the message needs to be regulated. We comply, we’ll put a warning in there that betting can lead to loss of finances and addiction“, Figueiredo said.
Industry Concerns Over Legislative Proposals
While some bills to limit or ban betting have been discussed in Brazil’s Congress, Figueiredo said that a total ban is unlikely. He admitted that such ideas instill much uncertainty in the sector, but that “policymakers are increasingly aware of the advantages of a regulated market.”
So when one sees this type of proposal which may wipe out the whole industry, of course, it concerns us. But I think that people in Congress and certainly the government know today that it would be a worse solution to shut down betting operators.
In response to criticism by a federal lawmaker, Erika Hilton, that betting has “destroyed families” and is a source of addiction and manipulation, Figueiredo affirmed his defense of the role of the industry, stating that individual responsibility is essential and the industry is also economically relevant to Brazilian sports.
Sports Investment and Economic Contribution
Figueiredo stated that the licensed betting companies’ investment is a significant source of revenue for Brazilian football clubs, which has enabled them to improve their teams and compete on the international stage.
He noted that the return of top-notch players like Neymar, Lucas Paquetá and Vitor Roque to the Brazilian game has helped football to become stronger in Brazil.
He also mentioned the betting industry’s contribution to sports at the Paralympics in terms of tax revenues. The executive said last year the sector collected over R$50 million in taxes from wagers, which helped finance the works coordinated by the Brazilian Paralympic Committee (CPB), such as transportation for children with disabilities and sports programs.
Technology and the Future of Brazil’s Regulated Market
Figueiredo said Brazilian regulations were outstanding on the global market because of the strong measures taken in order to verify identities. He emphasised a solution to be implemented that will make use of facial recognition software that is linked to every individual’s CPF (tax identification number), which will help operators to verify the age and eligibility of users before allowing access to their betting services, as well as other legal restrictions.
He recalled that before the regulation, operators used to have to maintain player money outside Brazil.
“Every day the money had to be exchanged and transferred outside Brazil. It was completely absurd. But it was mandatory; the funds could not remain in Brazil“, he said.
He projects more consolidation in the Brazilian betting market, with various operators closing several of their businesses and merging. He added that Betano recently bought an international artificial intelligence platform, which is now being rolled out in smaller markets, before being launched in Brazil.
Source: BNL Data
