Blask said Brazil recorded the highest absolute demand index among 42 countries monitored during the 2026 World Cup. It measured a 13% increase between 22 May and 10 June and 11 and 30 June; Betano’s brand attention measure rose from 27% in May to 29% in June.
Operators can compare demand trends in Brazil with other monitored markets and track the reported shifts in brand attention.
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It was reported that Betano executive Guilherme Figueiredo said World Cup advertising had damaged the sector’s image. He supported clearer messaging rules, while maintaining that operators involved in CazéTV broadcasts had not broken existing regulations.
The number of people betting during the 2026 World Cup rose nearly 300% compared with May, according to initial data cited in the report. Pay4Fun chief executive Leonardo Baptista said transaction volumes increased, while the average deposit per bettor did not rise significantly; H2 Gambling Capital estimated the deposit increase fell somewhat short of its R$20bn projection.
At least 1,138 ads from Brazil’s ten largest online betting firms remained active across Meta platforms on 6 July 2026, according to a review of the platform’s Ad Library. The firms did not disclose campaign spending or audience profiles, limiting independent checks on whether the ads excluded under-18s as required by law.
Globo is preparing a new internal manual on betting advertising after viewers complained about promotions during the 2026 World Cup, reportedly with criticism focused on CazéTV. The proposed rules under review include restricting presenter endorsements and betting-related content in reality shows; Globo said its advertising follows Brazilian law and regulatory requirements. Conar opened a case concerning CazéTV, while Senacon began a procedure examining broadcasts by Globo, SBT and N Sports.
Brazil’s Senate held a public hearing on 2 July about betting promotion during the 2026 FIFA World Cup and the effects of online gambling. Senators called for tighter advertising rules, while Health Ministry official Gabriella de Andrade Boska said more than 25 million Brazilians gambled in 2025 and 4.4% showed symptoms of gambling disorder. SPA/MF deputy secretary Fabio Macorin said licensed operators must monitor customer behaviour and act when problems emerge.