In Brazil, a survey conducted by Procon-SP, the consumer protection agency of the state of São Paulo, shows that 39,7% of those who bet online went into debt after starting to use gaming and betting sites. The study, in its second edition, collected responses from 2.724 consumers between December 4, 2025 and January 9, 2026. Of that total, 13% stated they bet online actively.
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Among the 355 active users, 35,49% play exclusively online, 28,73% bet on sports and 35,77% combine both modalities.
The general profile of the bettor in São Paulo remains similar to that of the previous year: men (61,8%), under 44 years old (82,5%) and income of up to two Brazilian minimum wages, equivalent to approximately $680 dollars monthly (38,6%). A new piece of data is that 30,1% spend more than 1.000 reais per month on bets, about $170 dollars.
However, the profile of those who accumulate debts is different: women (53,9%), under 30 years old (44,7%) and with income of up to two minimum wages (46,8%). For Elaine da Cruz, deputy director of Studies and Research at Procon-SP, this finding is one of the most significant regarding the previous edition and «reinforces the importance of continuous monitoring of this market to protect citizens».
Illegal platforms and frequent problems in São Paulo
The survey also reveals that the majority of bettors use unauthorized sites. Among those who reported problems with the companies —62,2% of the total—, the most common were: the refusal to pay prizes (42,99%), the constant sending of messages that encouraged gambling (23,53%) and confusion in the rules and prize amounts (15,84%).
The data is revealing: the 42,99% who could not collect their winnings bet on platforms not authorized by the Secretariat of Prizes and Betting of the Ministry of Finance of Brazil. This means that those users have no legal standing to claim.
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Additionally, 52,4% of those surveyed in São Paulo admitted to having allocated a significant portion of their income to gambling, even through savings or loans.
Advertising with celebrities, risk factor in online betting
One of the most concerning indicators is the influence of advertising. 56,6% of bettors in São Paulo claim to feel influenced by advertisements featuring celebrities. This figure grew from the 52% recorded in the 2025 edition, despite the fact that a new regulatory framework for the sector came into force that year.
This increase, together with the persistence of other risk indicators, reflects that regulation still fails to reverse problematic consumption trends. Spontaneous interest in the survey also grew: participation increased by 78% between editions.
Consumer protection and education actions
Procon-SP uses the results of the study as a basis for public guidance, market supervision and financial education. Brazilian legislation guarantees bettors all the rights of the Consumer Protection Code, including clear information on rules, prize conditions and risks of addiction.
In this framework, Procon-SP and the Brazilian Bar Association (OAB) prepared a joint guide available on both institutional sites.
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