Brazil: Senator Eduardo Girão files Bill 1018/2026 to ban cashback, loyalty/VIP programs and “gamification” on fixed-odds betting platforms

The proposal would add a new Article 29-A to Law 14.790/2023, prohibiting incentive and retention mechanisms tied to a bettor’s behaviour—such as points/rewards, cashback, missions and rankings—and would also restrict personalised reactivation messages. Operators would have 90 days to adapt after enactment.

Brazilian Senator Eduardo Girão (NOVO/CE) has presented Bill 1018/2026 to amend Law No. 14.790/2023 by prohibiting incentive, retention and stimulation mechanisms used by fixed-odds betting operators (“apostas de quota fixa”). The Senate’s official summary describes the bill as a measure to “ban incentive and retention mechanisms” in the operation of fixed-odds betting.

The bill proposes inserting a new Article 29-A that would forbid operators from creating, maintaining or promoting benefits linked—directly or indirectly—to bettor behaviour or that could induce increased frequency, volume, value, or time exposed to risk.

In practice, the text defines prohibited “incentives” broadly as any action, program, system, feature or commercial strategy granting an economic or non-economic advantage conditioned on factors such as: placing bets (single or successive), stake volume, betting frequency/habit, accumulated losses, time spent on the platform, or progression in levels/categories/rankings/points systems.

It also lists examples that would fall under the ban, including: loyalty/rewards/points programs, cashback (even fixed or not linked to a specific result), deposit- or balance-based promotions, missions/challenges, player ranking/awards based on activity, and visual/functional gamification elements aimed at repeated betting or extended time on the platform.

Another notable provision would restrict personalised communications (notifications/messages/contacts) designed to stimulate a user to return, continue or intensify betting when based on the bettor’s history or behaviour on the platform.

If approved, licensed operators would have 90 days from the law’s publication to adjust platforms, contracts and commercial practices to comply with the new Article 29-A.

The bill now enters the Senate’s legislative process “awaiting dispatch,” and the debate will likely focus on whether broad bans on retention tools reduce gambling harms—or whether they mainly shift marketing strategies while leaving demand unchanged and potentially creating room for less compliant operators.