Neymar, Vini Jr. and Galvão Bueno Face Scrutiny Over Gambling Advertising in Brazil

Brazilian authorities have turned their attention to the way gambling operators use celebrities in advertising, with Neymar, Vinicius Junior, Galvão Bueno and several other well-known public figures receiving official notices in Espírito Santo.

The notices were issued on September 14 by the Integrated Consumer Defense Center of Espírito Santo (Cindec), a body linked to the state's Public Prosecutor's Office. The agency is asking public figures to take a closer look at their commercial agreements with gambling brands and assess whether the campaigns they promote comply with Brazilian rules.

Celebrities Asked to Review Gambling Deals

The list of people contacted by Cindec includes some of Brazil's most recognizable sports and entertainment figures. Neymar has worked with Blaze, while Vinicius Junior is a spokesperson for Betnacional. The same brand also has a commercial relationship with broadcaster Galvão Bueno.

Cindec also sent notices to Casimiro Miguel, Ronaldo Nazário, Vanderlei Luxemburgo, Luciano Huck, Adriane Galisteu and singer Léo Santana. Ronaldo's former agreement with Betfair ended in 2024, according to the report.

The agency has given those notified 10 business days to respond. They are expected to explain whether their advertising agreements remain active and provide information about the promotional materials connected with them.

The action is not a declaration that the campaigns named in the notice are illegal. Cindec describes the measure as preventive and informative. Still, the agency warns that continuing advertising after receiving the notice could become relevant in future administrative or judicial proceedings.

Cindec Raises Concerns About Gambling Promotion

The 63-page recommendation focuses heavily on the influence celebrities can have over consumers. According to Cindec, public figures do more than simply display a brand name. Their reputation can also affect how consumers perceive the gambling operator being promoted.

The document refers to research indicating that celebrity involvement can have a significant effect on consumer attitudes. One Procon-SP survey cited by Cindec found that 57% of respondents said celebrities had influenced them in connection with gambling advertising.

The agency also points to wider social and economic concerns surrounding gambling. Data cited from the Institute for Health Policy Studies estimates the annual social cost associated with gambling in Brazil at around R$38.8 billion, including approximately R$30.6 billion in health-related costs.

When Could Advertising Contracts Be Terminated?

Cindec is not calling for every celebrity partnership with a gambling operator to end. Instead, it recommends a detailed review of existing agreements.

According to the recommendation, a contract could face suspension or termination if an operator cannot provide requested information, bases payments on customer losses, targets vulnerable groups or fails to demonstrate adequate measures to prevent problematic gambling.

The agency says commercial relationships should continue only when the gambling operator can demonstrate that it is operating legally and has appropriate consumer protection measures in place.

For online casino operators and other gambling brands active in Brazil, the case is another sign that advertising practices are attracting closer attention. Celebrity campaigns remain a major part of gambling marketing, but the latest action shows that the people promoting these brands can also come under regulatory scrutiny.

Cindec's notices therefore extend beyond the individual celebrities involved. They put the spotlight on how gambling advertising is presented to Brazilian consumers and on the responsibilities of public figures who attach their names to these campaigns.

The latest action comes as Brazil continues to tighten its control over the iGaming sector. Authorities have already blocked more than 66,000 illegal iGaming domains and issued around $3.5 million in fines, highlighting a broader effort to bring both gambling operators and their advertising practices under closer regulatory scrutiny.