Uncontrolled Wave of Gambling Advertisements Floods Brazilian Football Fields as Addiction Rates Escalate
In a chilling narrative, Karen divulges her descent into a gambling addiction, triggered by an ad and an influencer, all for a measly 30 reais bet. The vicious cycle ensued as her mobile phone became an inseparable extension, dictating her every move. From parties to showers, gambling consumed her life. Battling mounting debts, dealing with constant credit card company calls, and an internal struggle with her addiction, Karen remains reluctant to reveal her plight due to her family's unawareness.
Gambling controversies have surfaced worldwide, from the USA to Germany, and now, it's Brazil's turn. Researchers and mental health experts have documented an increase in online betting addiction cases, particularly among the lower-income demographic in this South American country. The government's delay in implementing regulations for online gambling until 2025 and the loosely enforced warnings about responsible gambling are questionable factors contributing to this surge.
Gambling appears to be deeply entwined in Brazil's national passion - football. It's found its way into every corner of the sport. For instance, beneficiaries of Bolsa Familia, a federal government program, shelled out approximately R$3 billion on online gambling last year, equating to a staggering 20% of the program's total benefits.
Sports betting and football go hand in hand, with about 6% of the Brazilian population admitting to betting on online sports betting websites, translating to roughly 9 million individuals, according to a recent study. Alarmingly, approximately 67% of these individuals display reckless behaviors, such as risky gambling patterns.
An explosion of betting ads can be seen throughout Brazilian football. From 2019 to 2024, analysts report that the share of pitchside ads featuring gambling companies has doubled. Given that football matches are a reflection of the country's cultural identity, these advertisements exert a profound influence on the minds of both gamblers and non-gamblers alike. The ease with which companies can saturate the industry through these tactics highlights the urgency for change.
Looking beyond Brazil, countries with more established sports betting markets like Spain have begun imposing restrictions on advertising, such as banning betting and gambling companies from displaying advertisements during prime-time broadcasts and limiting sponsorship contracts. English top-flight clubs have decided to remove gambling logos from their shirt fronts starting from the 2026-27 season. However, Brazil's response has been slow, with 90% of first-division clubs displaying at least one gambling sponsor on their kits—a worrying trend that experts are warning signals a public health crisis.
The emotional entanglements foster and maintain habitual gambling, as illustrated by Karen's story. Given that gambling companies spend billions worldwide on advertising, it appears to be an effective strategy. When she encountered an ad promoting a slot machine game, curiosity led to her first bet, and eventually to her addiction. The snare was set, with each win encouraging that one more roll, that one more bet. It was a dangerous game of psychological warfare that felt like something intensely pushing her towards giving in to temptation.
As the addiction took hold, the relentless bombardment of gambling ads became an inescapable affliction for Karen: "As somebody with this addiction, when you see a video or someone posting a win, it's like something is poking inside your head: 'What if I put in some money? What if I try again?'"
The late implementation of regulations and the minimal enforcement of responsible gambling guidelines have contributed to the spiraling addiction rates in Brazil. Experts like psychologist Rafael Avila argue that insufficient investment from the government in combatting the issue is a significant oversight and delay in addressing the problem. The recent legislation, which came into effect in early 2025, focuses more on taxation and proper registration of gambling companies with Brazilian authorities rather than substantially addressing the harmful aspects of gambling advertisements.
The proposed bill under Congress discussion aims to introduce stricter regulations on gambling advertisements, including a ban on gambling advertisements during event broadcasts and the prohibition of famous personalities like artists and athletes from endorsing gambling products. While this bill is a step in the right direction, it remains to be seen whether it will effectively curtail the addiction epidemic.
For Karen and countless others like her, help arrives late for those ensnared in a dangerous cycle of addiction, unaware of the dangers that lurk around the corner of every virtual betting game. The struggles and potential devastating effects of gambling addiction in Brazil continue to grow, as the nation grapples with the emotional thrill and financial lure of the gambling industry.
- The media blitz of gambling advertisements, exemplified by Karen's experience, has intensified worldwide, including in Europe where artists and athletes are known to endorse gambling products.
- In America, concerns about gambling addiction have been raised, particularly in connection with sports-betting, which has become a popular pastime for a significant portion of the population.
- The European government, recognizing the detrimental impact of gambling on individuals, has imposed restrictions such as limiting advertising during prime-time broadcasts, which Brazil has yet to adopt.
- Amidst mounting evidence of the harmful effects of gambling, the World Health Organization urges all governments to prioritize responsible gambling measures and education, addressing the issue of gambling addiction comprehensively on a global scale.
