Brazil’s MP 1.394 bans fixed-odds betting ads and orders takedowns within 10 days

Brazil’s Provisional Measure No. 1.394/2026 has banned the exploration, offering, intermediation, and advertising of fixed-odds betting in the country, with immediate effect. For operators, PSPs, and media partners, the practical issue is not the law itself but the speed of the unwind: new ad, sponsorship, and promotional deals are off the table now, and existing materials have a short runway.

1. The measure was published on Friday, 25/9, and takes effect immediately. It prohibits not only fixed-odds betting advertising, but also the exploration, offering, and intermediation of that activity in Brazil.
2. Existing advertising materials and sponsorship signs already placed in physical and digital media must be removed within 10 days. According to Meio & Mensagem, contracts between betting companies and media outlets are also affected. Materials already contracted may continue to run until 5 October.
3. From the publication date of the MP, new advertising, sponsorship, or commercial promotion contracts are prohibited. In other words, the market is not just facing a compliance update; it is facing an immediate freeze on commercial activity around the vertical.
4. The Associação Brasileira de Emissoras de Rádio e Televisão (Abert) told its members to stop new betting ad and sponsorship placements immediately. It also said it is reviewing the effects of the new rule and possible measures to defend its members’ interests.
5. Abert highlighted the breadth of the ban: the MP prohibits communication, advertising, marketing, and sponsorship tied to fixed-odds betting in any medium. Non-compliance is classified as abusive advertising and is subject to sanctions under the Brazilian Consumer Defense Code.

The Conselho Nacional de Autorregulamentação Publicitária (Conar) said its starting point is that products and services authorized by law can be advertised, provided they follow legal rules and the Brazilian Code of Advertising Self-Regulation. Conar noted that fixed-odds betting entered the Brazilian legal framework in 2018 and that its operation regime was set out by Law No. 14.790/2023; in response, it created sector-specific rules in Annex X of the Code, which were updated in August 2026 with tighter restrictions, diligence mechanisms, and protection measures.