The CPI das Bets (Parliamentary Inquiry Committee), launched by the Senate at the end of 2024, has been gaining the spotlight for summoning famous influencers to testify. The Committee investigates the promotion of online gambling by these public figures, a practice considered problematic, especially because many followers are vulnerable to addiction. Additionally, it also examines potential irregularities in advertising contracts, which could be tied to how much bettors lose.
The issue gains even more weight when looking at the size of the market. Today, the country has more than 2 million influencers, according to a 2025 survey by Influency.me, the leading company specialized in influencer marketing in Brazil. The age range of most content producers falls between 25 and 34 years old (48.66%). Next are those between 13 and 24 years old (39.37%).
Despite this representation, the profession is not regulated. Data from the national survey by Influency.me, conducted between 2024 and 2025 with more than 350 industry professionals, 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 the influencers themselves.
Betting houses invest more in influencers
As explained by Rodrigo Azevedo, CEO of Influency.me, betting houses are increasingly investing in hiring influencers for one simple reason: it works. “Influencers have a trust-based connection with their followers. People follow them because they like, trust, and identify with them. This makes this platform one of the most effective — and with lower costs than many traditional media,” he highlights.
Additionally, the executive points out that the profile of entrepreneurs in the betting sector contributes to this massive bet on creators. “This is an audience that was born digital, understands the power of influencers, and, unlike more traditional companies, has less risk aversion. Add to that very high profit margins, which allows aggressive investments in marketing,” 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 reject offers from betting houses. We believe that, aside from being unethical, it’s dangerous both for their image and for the audience they impact,” reinforces Rodrigo Azevedo, CEO.
It’s common for influencers to choose to promote betting content only in stories, as they disappear after 24 hours and may not receive public comments. When these promotions appear in permanent posts, the backlash is usually immediate and massive.
Regulate or prohibit?
The Conar (National Council for Self-Regulation in Advertising) developed the Guide for Advertising by Digital Influencers, which provides guidelines for recording advertisements. The material emphasizes that when portraying a personal experience, it must be genuine and include a truthful 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 the CONAR Code.
In the case of betting houses, it’s worth mentioning a survey by Itaú Bank estimating that Brazilians have already lost nearly R$ 24 billion in online games and bets in one year. Especially because it involves a potential addiction, simple regulation may not be enough.
“We can compare it to the case of cigarettes. For years, attempts were made to curb advertising for this product by inserting warnings and rules. However, the only solution was prohibition. Similarly, I believe the same path should be followed with betting, because the social impact is enormous and devastating”, considers Rodrigo Azevedo.
Similar to conventional slot machines, there’s no way to guarantee that betting platforms don’t 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 not very transparent for the consumer. The consequences of this are not just individual but collective, with entire families being impacted, increased debt, and even concerning repercussions for the country’s economy,” concludes the CEO of Influency.me.
The CPI das Bets brings to light an urgent debate about the role and responsibility of influencers in the digital society. The discussion about regulating or prohibiting this type of advertising goes beyond the market — it’s a matter of ethics and consumer protection. Therefore, the progress of this agenda will be decisive in building a safer, more transparent, and responsible digital environment.
