CPI on Bets reignites debate about influencer accountability and sector regulation

A CPI das Bets (Parliamentary Commission of Inquiry), triggered by the Senate at the end of 2024, has been gaining the spotlight for subpoenaing famous influencers to testify. The Commission investigates the promotion of online gambling by these public people, a practice considered problematic, especially because many of the followers are vulnerable to addictions.In addition, it also inquires about possible irregularities in advertising contracts, which could be linked to how much the bettors lose. 

The theme gains even more weight when looking at the size of the market. Today, the country has more than 2 Million influencers, according to a survey conducted in 2025 by Influency.me, the main company specialized in influencer marketing in Brazil. The age group of most content producers is between 25 And 34 years (48,66%). Following are those between 13 And 24 years (39,37%). 

Despite this representation, the profession not regulated. Data from the national survey of Influency.me, held between 2024 and 2025 with more than 350 Professionals in the market, show that the sector is practically unanimous: regulation is seen as necessary. The perception is shared by: 

• 75% of influencer advisors, 
• 77% of agencies and 
• 78% from influencers themselves. 
  
  

Bookmakers invest more in influence 

As he explains Rodrigo Azevedo, CEO of Influency.me, bookmakers are increasingly investing in hiring influencers for a single reason: “Influencers have a connection of trust with their followers. People follow because they like, trust and identify. This makes this platform one of the most effective & cost effective platforms than many traditional” media, he points out. 

In addition, the executive points out that the profile of entrepreneurs in the betting sector contributes to this massive bet on creators. “se is an audience that was born in digital, understands the power of influencers and, unlike more traditional companies, has less aversion to risk. It adds to this very high profit margins, which allows aggressive investments in marketing”, he adds Azevedo. 

However, cash gains may not compensate for the loss of credibility, an essential asset for content creators.“When an influencer uses their power to influence something that hurts their own followers, it comes back to them sooner or later. Therefore, we guide our influencers to refuse proposals from bookmakers.We understand that, in addition to being unethical, this is dangerous both for their image and for the audience they impact”, reinforces Rodrigo Azevedo, CEO. 

It is common for influencers to choose to disclose betting content only in the story, as they disappear after 24 hours and may not receive public comments. When these disclosures appear in fixed posts, attacks are usually immediate and massive.  

Regulate or prohibit? 

The Conar (National Council for Advertising Self-Regulation) elaborated the Digital Influencer Advertising Guide, which provides guidance when recording advertising. The material highlights that, when portraying a personal experience, this must be genuine and contain true presentation of the product or service advertised.In this activity, the influencer ends up being characterized as an advertising agent, subject then to applicable regulation, in particular the CONAR Code. 

In the case of bookmakers, it is worth mentioning a survey conducted by Itau bank that estimates that the brazilians have lost almost R$ 24 billion in online gaming and betting in a year. In particular, because it is a potential addiction, simple regulation may not be sufficient.  

“We can compare with the case of cigarette. For years, we tried to curb the advertising of this product by inserting warnings and rules.However, the only solution was the ban.Also, I believe that the same path should be followed with bets, because the social impact is huge and devastating”, considers Rodrigo Azevedo. 

Similar to conventional slot machines, there is no way to guarantee that betting platforms do not control the odds of gain and loss 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 transparent to the consumer. The consequences of this are not only individual, but collective, with entire families being impacted, increased debt and even worrying reflections on the economy of the country”, concludes the report CEO of Influency.me.  

The CPI of Bets brings to the fore an urgent debate on the role and responsibility of influencers in the digital society. The discussion about regulating or prohibiting this type of advertising goes beyond the market ODO is a matter of ethics and consumer protection. Therefore, the advancement of this agenda will be decisive to build a safer, transparent and responsible digital environment.