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The Secretariat of Prizes and Betting (SPA) of the Ministry of Finance has issued a BRL 2.3 million administrative fine against betting operator Blaze for allegedly advertising betting through the use of children or as directed at children.
The sanction reportedly was issued on July 20. Foggo Entertainment Ltda., the company behind Blaze, has 10 days to file an administrative appeal against the decision.
It’s another move by Brazilian police to crack down on legalized gambling ads, which is part of a broader effort to ensure the advertising environment conforms to the country’s gambling laws.
Investigation Focused on Influencer Content
The SPA’s choice was based on a set of videos created by digital influencer João Caetano, with over 18 million subscribers on YouTube and Instagram.
The authorities have spotted 33 videos that were allegedly posted from March until July 2025 and targeted children and adolescents or aimed at children. The Betting Law and the Statute of the Child and Adolescent (ECA) don’t allow gambling advertising to be aimed at minors.
Blaze claimed it had terminated its agreement with the influencer when it found out about the violations during the admin procedure. The SPA determined, however, that the contract set out some content guidelines and behavioral requirements, suggesting that the influencer’s publications were created under the direction of the company. The regulator also noted that the videos were left accessible to the public for about four months, which it termed a breakdown of the operator’s responsibility in regulating its advertising operations.
Company Response and Responsible Gambling Debate
Istituto Alana, a non-profit Brazilian organization that fights for children’s rights, filed the complaint that triggered the investigation.
In a statement reported by local media, Foggo Entertainment said its operations and commercial partnerships comply with applicable legislation and that it “continuously works to improve and strengthen its internal processes and controls.” The company also stated that it maintains “full respect for due legal process“.
The case has also brought to the forefront the issue of responsible gambling governance in betting firms, especially the self-regulation of advertising and marketing campaigns.
Experts Call for Stronger Responsible Gambling Structures
The Association for Player Protection and Support (APAJ) founding director, psychologist Rafael Ávila, who was an external consultant for the Ministry of Health in Brazil, expressed that this is proof of the need for operators to have independent Responsible Gambling departments, which must have adequate powers to prevent risks to the regulatory body.
Specialized teams with decision-making power would be able to look at advertisements before they are published, prevent adverts from going live that breach the legislation, and collaborate with senior management to increase the level of compliance in betting operations, Ávila said.
The administrative fine is coming as Blaze is still under legal investigation in Brazil. In a separate action, the Court of Justice of the Federal District and Territories (TJDFT) recently determined that the advertisements that were created with the participation of influencer Virginia Fonseca during the 2026 FIFA World Cup should be removed, partially granting the suit brought by the Public Prosecutor’s Office of the Federal District and Territories (MPDFT).
Source: SBC Noticias
