for early access to the latest igaming videos!
and get the latest igaming news first!
CazéTV introduced a new approach towards promoting betting operators on their broadcasts of the 2026 FIFA World Cup. The channel stopped mentioning live betting odds provided by betting operators during games and turned to a traditional advertising format instead.
This step comes after an investigation initiated by Senacon, the Brazilian National Consumer Secretariat. Senacon is exploring the possibility that CazéTV’s previous advertising of betting operations was considered an abusive one. Operated by LiveMode, CazéTV has the exclusive rights to broadcast all 104 games of the tournament.
Company Statement
In the statement released by the company, it is mentioned that the decision is related to the development of the betting market in Brazil and public discussion about it. Despite the continued cooperation with betting operators, the advertising related to them will follow more stringent communication rules than advertising of any other company.
“Sports betting in Brazil is a young and developing market. As part of the development process, we have decided to introduce a more conservative standard for activation of betting brands. In practice, promotion of companies of this type will now follow a more traditional advertising model while retaining the spirit that distinguishes the channel in all other segments. When we feel that we can improve, we will do our best“, the company said.
Different Opinions About the Effectiveness of the Measure
According to the expert in business strategy, branding, and the betting industry interviewed by O Globo, the case will set a crucial precedent for the market. The main issue, according to the expert, is not whether broadcasting betting odds is allowed but when such data stops being informative and becomes a direct encouragement of gambling.
The expert believes that if the interpretation of Senacon wins the case, the market will use even more stringent advertising rules. This step will be consistent with the policy of Brazil, where more and more attention is being paid to responsible gambling since the adoption of the betting legislation and implementation of the new regulation.
Doubts of Industry Representatives
Some representatives of the industry are sure that the tightening of advertising restrictions will not solve any issues. According to Cristiano Costa, psychologist at the Brazilian Company for Compulsive Gambling Support (Ebac), banning advertising will have no effect on gambling-related problems.
“Banning betting advertising will not solve the problem itself. Today, the regulated market already has strict advertising rules, and the main challenge is the long neglect of mental health issues. If the issue is not addressed, the most probable outcome is that people will shift from legal gambling to the black market and other risky activities“, Costa said.
Bernardo Cavalcanti Freire, the legal consultant for ANJL and partner of Betlaw, disagrees with the measures as well. “The instruments of protecting minors and combating gambling addictions already exist in the existing legislation, including the prohibition of advertising to this group of people“, he said. Freire claims that the tightening of advertising rules during the early stages of regulated gambling market will only help illegal betting operators.
CazéTV concludes its statement by stating that all advertisements comply with the Brazilian laws, CONAR guidelines, and industry standards. The company stresses that it cooperates exclusively with operators licensed in Brazil by the Ministry of Finance under Law No. 14,790/2023.
Source: BNL Data
