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In the city of Niterói, located in the State of Rio de Janeiro, the municipality has established a complete ban on betting advertising in all outdoor spaces and public goods in the city. The measure provides advertisers with a 10-day window to take down existing promotional content for sports betting and fixed-odds gambling sites.
The decree will be published on Wednesday, September 9, with an initial adjustment period for fines to be deferred. After the deadline expires, violations may result in sanctions, immediate removal of advertising materials, and the cancellation of previously issued authorizations.
Public Health and Protection of Young People
The measure will be primarily a public health and protection measure with a focus on children and adolescents, the municipal government said. The limitation is designed to limit the amount of time that youths will spend gambling, the administration said.
The extension of online gambling and the risks it poses to society, driven by its social consequences, has led to Mayor Rodrigo Neves defending it as a necessary measure. He urged towns and cities to take advantage of the tools at their disposal to shield residents from the dangers of overexposure to betting advertising.
“The expansion of online betting is a reality that requires responsibility from public authorities. We cannot normalize advertising that reaches our children and young people every day and that can encourage behaviors capable of causing addiction, debt and suffering for many families. Niterói is using the instruments available to the municipality to protect the population and, above all, our children and adolescents.”
Ban Covers Logos, Mascots and Sponsored Events
The new rules apply to a large extent and are in line with banning visuals that are directly or indirectly linked to betting operators. This involves logos, slogans, applications, bonus offers, websites and company names/mascots from betting companies.
The restrictions also concern events and campaigns that are sponsored or organised by the municipal authorities. Commercial exposure for betting at these events will not be allowed, unless the brand is seen only outside the event location.
Municipal Powers and Enforcement
The decree is specifically applicable to public areas and outdoor ads within Niterói’s jurisdiction. It does not establish whether betting operators can be legally operated in Brazil, nor does it ban the operation of betting companies per se, which is determined at the federal level.
The enforcement will take place under a coordinated action of the Municipal Secretariat of Public Order (Seop) and the Municipal Secretariat of Urbanism and Mobility (SMU). The agencies will have to ensure compliance with the new Codes of Postures in the city and deal with the advertising that will stay up after the adjustment period.
The 10-day period will give advertisers and event organizers who are impacted by the rule time to take action to have prohibited materials removed or face sanctions and cancellation of existing authorizations. The program will bring the city of Niterói to the ongoing discussion regarding the regulation of betting ads in Brazil, especially those that reach young people and are displayed in public places.
Source: iGaming Brasil
