Majority of Brazilians View Celebrity Endorsements in Gambling Ads Negatively Amid Rising Concerns

A recent survey highlights a growing public disapproval in Brazil regarding celebrities endorsing digital betting advertisements. Conducted by More in Common alongside Ipsos-Ipec, the study revealed that 51% of Brazilians hold a negative opinion of celebrities promoting gambling, citing concerns over financial harm to individuals and families, exploitation of vulnerable groups, and damaged relationships. Only 9% viewed such endorsements positively, perceiving them as routine professional engagements.

The survey sampled 2,000 individuals from 130 municipalities, reflecting a broad demographic. When asked about the role of betting sponsorships in football, 68% supported banning such sponsorships, deeming them detrimental to fans and family wellbeing, outweighing their financial contributions to clubs. Pablo Ortellado, commenting on the findings, emphasized that protecting families from debt and gambling addiction should take precedence over financial gains from sponsorship deals.

Brazil's gambling industry involves over 25 million active participants and generates approximately R$37 billion in annual revenue. However, alongside this economic scale, social concerns are mounting, with a Unifesp study estimating that about 11 million Brazilians struggle with gambling-related problems. Some cities such as Belo Horizonte and Rio de Janeiro have already started restricting gambling advertisements, with São Paulo's mayor planning similar measures. Meanwhile, the National Association of Games and Lotteries (ANJL) criticized these restrictions as unconstitutional and discriminatory.

Adding another layer to the issue, Brazilian celebrities Flávia Alessandra and Otaviano Costa issued a recent warning against the misuse of their images in fraudulent AI-generated gambling advertisements. The couple alerted the public to verify any gambling-related ads featuring their likenesses by checking their official social media profiles, underscoring the prevalence of deceptive promotions exploiting celebrity endorsements to mislead consumers.

This convergence of public opinion data and celebrity cautionary messages reflects a complex societal debate in Brazil, weighing financial incentives against the social costs of gambling promotion. The growing call for regulation aims to protect vulnerable populations and maintain trust in public figures amid advancing digital manipulation tactics.