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In a separate case, the ASA examined display advertising for White Hat Gaming’s Casimba and The Grand Ivy Casino brands, which had appeared on HLTV.org – a specialist Counter-Strike 2 e-sports website – in March 2026.
Two banner ads promoted a “100% match bonus up to £100 on 1st deposit” and displayed the mandatory 18+ logo. The ads appeared alongside live match coverage featuring betting odds and sponsor logos, including a link to Casimba’s website.
A complaint suggested that such placements were inappropriately targeted at under-18s.
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What the president does not acknowledge is that the government relies on revenue from the sector. In just the first seven months of 2026, BRL8.747 billion generated by sports betting has already flowed into public coffers. The Federal Revenue Service estimates the total could reach BRL16 billion by the end of the year. In 2025, nearly BRL9 billion was collected from sportsbooks.
The burning question is where such funds will come from if Lula shuts down the betting industry. Yet, no one points out to him that players will simply migrate to the illegal market. Betting will continue to exist, but without formal tax revenue, oversight or player protections.
It will be up to the government to effectively curb the illegal market so the regulated sector continues to generate taxes and jobs while upholding responsible gambling practices. By riding the wave of criticism against betting companies, the government is diverting attention from the true cause of household indebtedness.
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“At a break or at half time you see 10 to 20 [gambling] adverts,” he says. “It’s come to a point that oftentimes I even hear my kids singing [gambling adverts]. They’ll just keep asking, ‘But Daddy, what is this? What does this mean?’
“Our position is unequivocal. Betting is an adult activity. Operators must maintain effective age verification, marketing must not target or appeal to children and regulators; parents, schools and communities must reinforce the same message.”
As part of Africa Safer Gambling Week, the AiA has also focused on the illegal market, with Kesitilwe highlighting that offshore operators are harmful for player protection.
