A CPI of Bets (Parliamentary Commission of Inquiry), initiated by the Senate at the end of 2024, has been in the spotlight for summoning famous influencers to testify. The Commission is investigating the promotion of online gambling by these public figures, a practice considered problematic, especially because many of the followers are vulnerable to addictions. Furthermore, it also asks about possible irregularities in advertising contracts, which could be linked to how much gamblers lose.
The topic gains even more weight when looking at the size of the market. Today, the country has over 2 million influencers, according to a survey conducted in 2025 by Influency.me, the leading company specialized in influence marketing in Brazil. The age group of most content producers is between 25 and 34 years (48.66%). Following them are those between 13 and 24 years (39.37%).
Despite this representation, the profession is not regulated. Data from the national research by Influency.me, conducted between 2024 and 2025 with over 350 professionals in the market, show that the sector is practically unanimous: regulation is seen as necessary. This perception is shared by:
- 75% of influencer advisors,
- 77% of agencies and
- 78% of influencers themselves.
Betting houses invest more in influence
As explained by Rodrigo Azevedo, CEO of Influency.me, betting houses are increasingly investing in hiring influencers for one reason: it works. “Influencers have a trusted connection with their followers. People follow because they like, trust, and identify. This makes this platform one of the most effective — and with a lower cost than many traditional media,” he emphasizes.
Furthermore, the executive points out that the profile of entrepreneurs in the betting sector contributes to this massive investment in creators. “This is an audience that was born in the digital age, understands the power of influencers, and, unlike more traditional companies, has less aversion to risk. Adding to this is very high profit margins, allowing for aggressive marketing investments,” adds Azevedo.
However, monetary gains may not compensate for the loss of credibility, an essential asset for content creators. “When an influencer uses their power of influence to promote something that harms their own followers, it comes back to them sooner or later. And the impact is devastating to their image. That’s why we advise our influencers to refuse betting house proposals. We understand that, besides being unethical, this is dangerous for both their image and the audience they impact,” emphasizes Rodrigo Azevedo, CEO.
It is common for influencers to choose to disclose betting content only on stories because they disappear after 24 hours and may not receive public comments. When these disclosures appear in fixed posts, attacks are often immediate and massive.
Regulate or prohibit?
The Conar (National Council for Self-Regulation Advertising) has developed the Guide to Advertising by Digital Influencers, which provides guidelines for recording advertising. The material emphasizes that when portraying a personal experience, it must be genuine and contain a true presentation of the advertised product or service. In this activity, the influencer ends up being characterized as an advertising agent, subject to applicable regulation, especially by CONAR’s Code.
In the case of betting houses, it is worth mentioning a survey conducted by Itaú bank that estimates that Brazilians have already lost nearly R$ 24 billion in online games and bets in one year. Especially regarding its potential addiction, mere regulation may not be enough.
“We can compare it to the case of cigarettes. For years, efforts were made to curb the advertising of this product by inserting warnings and rules. However, the only solution was prohibition. Similarly, I believe the same path should be taken with gambling, as the social impact is enormous and devastating,” considers Rodrigo Azevedo.
Similar to traditional slot machines, there is no way to guarantee that betting platforms do not control the odds of winning and losing in real-time. “They can control the algorithms and rules that determine when someone wins or loses, which already makes this environment highly asymmetric and opaque to the consumer. The consequences of this are not only individual but collective, with entire families being impacted, increasing indebtedness, and even worrying repercussions on the country’s economy,” concludes the CEO of Influency.me.
The CPI of Bets brings to light an urgent debate about the role and responsibility of influencers in digital society. The discussion about regulating or prohibiting this type of advertising goes beyond the market – it is a matter of ethics and consumer protection. Therefore, the progress of this agenda will be decisive in building a more secure, transparent, and responsible digital environment.
