Erika Hilton files complaint with the Federal Public Prosecutor's Office to prohibit commentators from disclosing betting information.

Federal Deputy Erika Hilton (Psol-SP) filed a complaint with the Federal Public Prosecutor's Office (MPF) on Tuesday (June 23) requesting that the courts prohibit sports commentators from advertising bets during broadcasts of sporting events. The federal deputy did not name any professionals, broadcasters, or betting companies in the document submitted to the agency.

The initiative exposes a contradiction pointed out by representatives of the betting sector: while Hilton is pressuring the Federal Public Prosecutor's Office against betting advertising during broadcasts, the World Cup is advancing as a showcase for an unprecedented offensive by alcoholic beverages in the Brazilian market, without any critical statement from the congresswoman.

In the document, the congresswoman argues that commentators use the credibility they have built with the public to encourage real-time betting, including recommending predictions and disclosing odds —the rates that platforms use to indicate the potential return on a winning bet. According to Hilton, the public cannot always distinguish when a sports commentary is technical analysis or advertising.

“It is unacceptable for a commentator to use their position as an expert to induce viewers to gamble,” the congresswoman stated in a post on X. In another statement, she was more direct: “Betting is not a sport. It’s gambling.”

Alcohol at the World Cup, no criticism.

In the same tournament where Hilton wants to block the promotion of betting, Ambev is operating with what the company itself describes as the most complete portfolio in its history. Daniela Cachich, president of Ambev's Beyond Beer unit in South America, summarized the strategy in a statement to Bloomberg Línea: "We have never had such a complete portfolio of brands that are already part of the culture of Brazilian fans." During the World Cup, five brands are being activated in parallel, from Brahma and Budweiser to Michelob Ultra, plus Flying Fish and Guaraná Antarctica.

The asymmetry did not go unnoticed in the sector. "Promoting betting during the World Cup is a mockery, a publicity stunt. Promoting alcohol during the World Cup is business, innovation," commented an industry leader in a conversation with BNLData.

He voted in favor of regulation.

Hilton's stance also contrasts with her legislative record. In December 2023, the congresswoman voted in favor of the bill approved by the Chamber of Deputies that regulated fixed-odds sports betting in Brazil. The text established rules for the operation of the platforms, including licensing requirements, taxation, and measures to combat match-fixing.

The request submitted to the Federal Public Prosecutor's Office does not mention transparency measures for the alcoholic beverage market, nor does it mention alcohol advertising during sports broadcasts. The focus of the action falls exclusively on the way betting is promoted during these broadcasts.