Belo Horizonte City Council Weighs Total Ban on Betting Ads

A significant shift in gambling regulation is unfolding in the Brazilian metropolis of Belo Horizonte. The City Council is preparing for a crucial vote that could permanently alter the city's advertising landscape. Bill No. 362/2025 aims to almost entirely eliminate the presence of bookmakers in public spaces. To pass, the bill requires the support of at least 21 council members before being sent to Mayor Álvaro Damião for final approval or a veto.

This initiative is not a spontaneous idea but the result of a long-standing conflict between politicians and the booming betting industry. The proposed law would not only ban posters but also prohibit the distribution of branded merchandise, the hosting of tournaments, and betting access within municipal facilities. Particularly notable is the ban on naming rights, meaning public spaces or city-managed stadiums could no longer enter into sponsorship agreements with gambling operators. This is a direct response to what many legislators and citizens perceive as an intrusive marketing flood.

Numbers and facts

The proposal is bolstered by recent local judicial momentum. Judge Danilo Couto Lobato Bicalho of the 3rd Municipal Public Treasury Court has already issued a preliminary ban on betting commercials on city buses and shelters. The legal consequences for non-compliance are severe. Municipal authorities like BHTrans and Sumob, as well as the city administration itself, face fines of BRL 50,000. The service providers face even steeper penalties: companies such as Esportes Gaming Brasil Ltda. and A2FBR Ltda. must pay up to BRL 200,000 if they do not remove the advertisements immediately. This judicial action resulted from a public civil action filed by Councilors Wagner Ferreira and Professora Nara, who criticized city advertising deals with operators like Esportes da Sorte during the Arraial de Belô festival.

Background

Although Mayor Álvaro Damião signed a decree less than a month ago prohibiting betting platform advertisements in city-managed spaces and within 100 meters of schools, lawmakers are pushing for a more permanent solution. A decree is viewed as politically fragile since it can be revoked by a simple executive decision. A formal law, however, provides long-term legal certainty for player protection. Wagner Ferreira emphasized the necessity of this step to ensure the population is never again exposed to such excessive advertising.

"It is important to make it clear that a decree is not a law and can be revoked depending on the political will of the Executive Branch. Belo Horizonte needs a law that guarantees the population will never again be exposed to this flood of betting advertisements." - Wagner Ferreira, Councilor in Belo Horizonte

The political climate in the city has shifted. While sponsorships were once seen as a welcome source of revenue, the social consequences of uncontrolled gambling are now the focus of legislation. The upcoming vote on Monday the 10th is seen as a potential bellwether for all of Brazil, where national market regulation is also being hotly debated.

Why it matters for German players

For German players, the situation in Belo Horizonte serves as an interesting case study on how local authorities can impose restrictive measures. In Germany, the State Treaty on Gambling 2021 (GlüStV 2021) already regulates the market very strictly. Anyone wishing to play in Germany should look for the whitelist provided by the Gemeinsame Glücksspielbehörde der Länder (GGL). Only there is it guaranteed that the monthly deposit limit of 1,000 euros is monitored via the LUGAS system. Furthermore, Germany enforces a 1 euro per spin limit on virtual slots to protect against excessive losses. Advertising bans, similar to those discussed in Brazil, are also a topic here, particularly regarding TV time slots and sports sponsorships. German rules aim to curb the black market and steer players toward licensed environments.

What it means for GGL-licensed casinos

Legal operators with a GGL license in Germany must already adhere to extensive advertising restrictions. Unlike the current developments in Belo Horizonte, where a near-total ban in public spaces is looming, Germany allows targeted advertising as long as it does not target minors or vulnerable groups. Casinos that fail to follow these strict guidelines risk losing their license or facing high fines from the GGL. However, the trend in Brazil shows that international pressure on the industry to drastically reduce marketing efforts is growing. For licensed German operators, this means they must continue to keep their marketing strategies extremely conservative to preempt political demands for even harsher bans.