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Brazilian authorities are reviewing advertising practices by CazéTV, Globo, and SBT after betting ads appeared during prime-time World Cup broadcasts, according to Kantar Ibope data, as new figures show a sharp increase in betting activity during the tournament.
The Ministry of Justice is investigating the three companies over suspected abusive advertising practices. All three broadcast World Cup matches, and CazéTV, a YouTube channel, also faced criticism for presenting betting options through its presenters during coverage.
The advertising scrutiny comes as a Klavi survey, based on Open Finance data from Brazil’s Central Bank data integration system and published by Folha de S.Paulo, found that 34.8% of Brazilians have placed bets since the start of the World Cup. The figure is more than triple the 11% recorded in May.
Klavi’s survey was based on a sample of 1.2 million people and covered only transfers to legalized betting sites. It found that average deposits also increased during the tournament. On Sunday, June 28, the average deposit per user was R$ 272 ($52.3), compared with R$ 188 in the days before the championship. Since the World Cup began, the daily average has not fallen below the pre-tournament level.
The highest average thus far was recorded on Wednesday, June 14, the day after Brazil played Morocco, when deposits reached R$ 524 ($100) per bettor. Klavi also found a significant concentration of activity at night, with more than 60% of deposits made after 6 PM, while only 10% were made in the morning, when no matches were being played.
Rodrigo Machado, coordinator of the Technological Dependencies Group at the Psychiatry Outpatient Clinic of the Hospital das Clínicas, said studies link compulsive behavior with nighttime activity.
“That’s when people aren’t under the supervision of their spouse and have less self-control,” he said. Machado said embarrassment in front of family and friends is one of the main reasons gamblers seek medical attention.
The survey also showed a large imbalance in betting spending. The 10% of bettors with the highest deposit volume spent 20 times the combined amount deposited by the remaining 90%, according to Klavi. The industry refers to this group as “high rollers”.
The IBJR, the Brazilian Institute for Responsible Gaming, which represents the three companies under investigation, said Brazilian laws are already strict and expressed support for the authorities’ investigation.
Brazil’s advertising rules currently focus on format restrictions, requiring companies to include warnings against gambling and health risk notices. Betting company conduct is monitored by the Ministry of Finance, which can impose fines of up to R$ 2 billion ($380 million) for violations.
Other jurisdictions have stricter advertising rules. Australia prohibits betting advertisements during live sporting events; the United Kingdom allows such advertising only after 9 PM, Portugal allows it after 10:30 PM, and the Netherlands and Belgium prohibit advertisements featuring public figures.