Rio Grande do Sul restricts sports betting advertising and protects minors.
Governor Eduardo Leite sanctioned Law No. 16.508 on April 24. The legislation establishes restrictions on advertising for sports betting platforms in Rio Grande do Sul. The text was published in the State Official Gazette this Monday (27).
The regulation defines rules for advertising and sponsorship of fixed-odds sports betting platforms, known as " bets ". The objective is to protect consumers, safeguard children and adolescents, support vulnerable individuals, and prevent pathological gambling and over-indebtedness.
The applicable definitions follow those established in Article 2 of Federal Law No. 14.790, of December 29, 2023, and in Article 14 of Federal Law No. 13.756, of December 12, 2018.
Legislative process
The proposal that gave rise to the law was initially scheduled for a vote on Tuesday, March 31, but the Legislative Assembly of Rio Grande do Sul postponed the deliberation of 16 proposals due to a lack of quorum. Among the projects was PL 408/2025, authored by Deputy Tiago Simon (MDB) and another parliamentarian. The proposals returned to the plenary the following Tuesday (7), when they were analyzed along with 13 other matters defined by the party leaders. The project was listed as item 12 on the agenda.
The initiative sought to establish a state regulatory framework that would complement federal legislation on the subject, taking into account the specificities and needs of the population of Rio Grande do Sul.
Requirements for advertisements
Advertisements must display warning phrases against reckless gambling in an interspersed, legible, and conspicuous manner. The minimum font size must be equivalent to 15% of the total advertisement area. The audio of the warning messages must be transmitted at the same volume and speed as the main message.
Among the mandatory phrases are: “Gambling can cause addiction and harm to you and your family,” “Gambling can lead to over-indebtedness,” and “Participation by minors under 18 (eighteen) years of age is prohibited.” In the same prominent area, information must be included about the risk of gambling addiction and forms of treatment, indicating channels for psychological support. This measure aims to ensure that consumers have immediate access to information about support resources and treatment for potential gambling-related problems.
The law prohibits any content directed, directly or subliminally, at minors under 18 years of age. The use of animations, mascots, fictional characters, artificial intelligence systems, or visual resources that appeal to children and young people is prohibited.
Broadcast restrictions
Advertising for online betting platforms faces restrictions in various contexts. In stadiums, gyms, sports arenas, or public performance venues, advertising is only permitted when the operating agent is an official sponsor of the event, holds official rights to the venue's name, or is an official sponsor of the participating teams.
The use of images, voices, or testimonies of minors or personalities with strong appeal to children and young people is prohibited. This restriction applies especially to channels or programs intended for, or primarily attended by, this audience.
The regulation also prohibits the advertising of odds, promotional bonuses, or invitations to win during live broadcasts in Rio Grande do Sul. The use of images, slogans , or elements that encourage gambling is prohibited in this context.
Boosting content outside of permitted hours or without certified age targeting for those over 18 is prohibited. Advertising cannot occur near schools, daycare centers, educational institutions, and sports venues primarily aimed at minors. This geographic restriction seeks to create a protected zone around environments frequented by children and adolescents.
Advertisements that pose risks to the health or financial well-being of gamblers are prohibited. This prohibition applies especially to incentives aimed at children and teenagers or people in vulnerable situations.
Allowed times
Audiovisual advertising for online betting will now have restricted broadcast times. On free-to-air and pay television, advertising can only be shown between 21 pm and 6 am. The same time restrictions apply to streaming and video-on-demand platforms. On the radio, broadcasting is also restricted to the period between 21 pm and 6 am.
The definition of these schedules follows the principle of protecting children and young people, considering that nighttime presents a lower probability of minors being exposed to this type of content. The measure also aligns with regulatory practices adopted in other states and countries.
Sports sponsorships
Online betting platforms must adhere to specific rules regarding the sponsorship of sports, cultural, or journalistic teams, events, and programs. The display of a brand or logo on uniforms or sports equipment of professional categories is limited to simple identification. Any message encouraging gambling is prohibited in this context.
In non-professional categories, exposure will also be limited to identification. Dissemination is prohibited under any circumstances for athletes under 18 years of age.
Inspection and penalties
The state consumer protection authority and other competent bodies may order the removal of irregular advertisements. These bodies are also authorized to take measures to block access to websites that violate the law.
The legislation establishes joint and several liability for the infractions foreseen. Online betting platforms are responsible for violations. Advertising agencies, media outlets, and those that broadcast irregular campaigns are also held liable to the extent of their actions. Internet connection and application providers that fail to block or remove irregular advertising content after notification from the competent authority are also liable for the infractions. Platforms must effectively monitor and remove any advertising content that violates the legislation. This shared responsibility aims to create an oversight network involving all agents in the advertising distribution chain.
Failure to comply with the legislation subjects those responsible to sanctions applied by the Consumer Protection Superintendency – PROCON-RS. The first penalty consists of a warning, with a period of up to 30 days for compliance.
The fine follows the parameters of article 57 of the Consumer Protection Code and Law No. 6.537, of February 27, 1973. The amount of the fine may be doubled in case of recurrence.
Among the sanctions is also the imposition of counter-advertising to correct information disseminated irregularly. The temporary suspension of advertising may last from 30 to 180 days.
The competent authority may also determine the temporary suspension of the state authorization to operate in Rio Grande do Sul. In case of repeated offenses, the maximum penalty consists of the cancellation of the offending company's state registration.
The funds collected from fines will be allocated to the State Consumer Protection Fund, as stipulated in Law 10.913 of January 03, 1997. These funds will also be used to finance programs for the prevention of pathological gambling. This specific allocation of resources seeks to create a virtuous cycle, in which the penalties applied directly contribute to actions for the prevention and treatment of problems related to gambling.
Enforcement of the legislation will be carried out by the competent state consumer protection agency, which may apply the sanctions provided for in the Consumer Protection Code and other related legislation.
Companies already operating in Rio Grande do Sul have 120 days to adapt. This period begins from the date the law is published. Platforms must adjust their advertising campaigns and sponsorship contracts to comply with the provisions of the new legislation. The adaptation period was established considering the need for companies to review existing contracts and adjust their communication strategies to the new legal requirements.
Law No. 16.508 came into effect on the date of its publication. The document was signed at the Piratini Palace in Porto Alegre on April 24, 2026.
