Brazilian Provisional Measure 1.394 prohibits advertising of fixed-odds betting in Brazil.
Provisional Measure No. 1.394/2026 prohibited the operation, offering, intermediation, and advertising of fixed-odds betting in Brazil. The MP was published this Friday (September 25th) and has immediate effect.
The rule mandates the removal, within ten days, of advertising materials and sponsorship signs already displayed in physical and digital media. Contracts between betting companies and media outlets are also affected, according to Meio & Mensagem. New advertising, sponsorship, or commercial promotion contracts are prohibited from the date of publication of the Provisional Measure. Materials already contracted may continue to be displayed until October 5th.
Guidance for broadcasters
The Brazilian Association of Radio and Television Broadcasters (Abert) has instructed its members to immediately halt new advertising and sponsorships of betting companies. The organization stated that it is analyzing the effects of the new rule and possible measures to defend the interests of its members.
Abert also drew attention to the scope of the ban. The Provisional Measure prohibits communication, advertising, marketing, and sponsorship activities related to fixed-odds betting in any medium. Failure to comply with the rules is classified as abusive advertising, subject to the sanctions provided for in the Consumer Protection Code.
Conar's position
The National Council for Advertising Self-Regulation (Conar) also commented on the measure. The entity states that its actions are based on the principle that products and services whose offer and sale are authorized by law can be the subject of advertising, provided that legal rules and the Brazilian Code of Advertising Self-Regulation are observed.
CONAR (Brazilian Advertising Self-Regulation Council) reminds that fixed-odds betting was introduced into the Brazilian legal system in 2018 and its operation was regulated by Law No. 14.790/2023. Based on this framework, the entity created specific rules for advertising in the segment, compiled in Annex X of the Code. In August 2026, shortly before the publication of the Provisional Measure, these rules were updated with expanded restrictions, due diligence mechanisms, and protective measures.
In its statement regarding the Provisional Measure, CONAR acknowledges that defining the legality of betting operations falls under the purview of public authorities and that the entity must observe the existing legal framework. At the same time, it expresses concern about abrupt changes to the regulatory framework, arguing that such changes could disrupt protection mechanisms developed for the sector. According to CONAR, the stability of the rules is important for the effectiveness of protection mechanisms and for combating irregular practices.
With the ban established by the Provisional Measure, the specific self-regulation rules for betting advertising are compromised for as long as the legal prohibition of the activity remains in effect, according to Conar itself. The entity states that it will continue to monitor the progress of the measure in Congress and may act in relation to irregular advertising content within its competence.
