José Francisco Manssur has questioned what he sees as different treatment for betting and alcohol advertising during the 2026 FIFA World Cup. Manssur, a lawyer and former Ministry of Finance adviser involved in Brazil’s betting regulation, raised the issue in a Poder360 article. He argued that betting ads are treated as a public health threat while alcohol advertising is often accepted as part of football culture.
World Cup brings ad debate back
The 2026 World Cup is expected to bring heavy attention to sports betting in Brazil. Betting brands have become more visible through football sponsorships, broadcast advertising and digital campaigns.
Brazil’s regulated betting market started in 2025, giving licensed operators a legal route to advertise under federal rules. Those rules still include limits on misleading promotions, underage targeting and messages that present betting as a path to financial success.
Manssur’s point is that public debate often focuses heavily on betting while giving less attention to alcohol. He warned that both products can create social and health risks.
Alcohol data used in comparison
Manssur cited Brazil’s National School Health Survey from 2019 to show the scale of youth exposure to alcohol. The survey found that 63.3% of students had consumed alcohol, while 34.6% had tried it before age 14.
He used those figures to question why alcohol advertising does not face the same level of criticism as betting advertising during major sports events. The argument does not deny betting risks, but calls for the same public health standard to be applied to both sectors.
That comparison is sensitive because football remains a major advertising channel for both industries. The World Cup gives brands a large national audience, including younger viewers.
Brazil reviews stricter betting ad rules
Brazilian lawmakers and regulators are already reviewing tighter controls on betting advertising. Proposals have included limits on celebrity endorsements, influencer campaigns and ads during sports broadcasts. President Luiz Inácio Lula da Silva has also warned that betting can affect household finances and gambling harm. That has put more pressure on licensed operators to prove that regulation can protect consumers.
Current rules restrict betting promotions
Brazil’s licensed betting framework already limits how operators can advertise. Ads cannot target minors, present betting as a way to earn money or suggest that gambling improves social status.
Operators must also include responsible gambling messages and follow rules set by the Secretariat of Prizes and Bets. Those requirements are now central to the wider debate over how gambling is promoted during major sports events.
