Brazil's Ministério Público da Federação do Distrito Federal e Territórios (MPDFT) has filed a civil public action against influencer Virginia Fonseca and the betting platform Blaze.
The legal action targets the intersection of high-reach social media influence and the gambling industry during major sporting events. By challenging the legality of these promotions, the MPDFT aims to curb predatory advertising that may target vulnerable consumers through the endorsement of trusted public figures.
The lawsuit alleges that the parties engaged in abusive advertising practices during the 2026 FIFA World Cup [1]. According to the MPDFT, the promotional content marketed betting with promises of easy financial gains [1]. The prosecutor said these campaigns lacked clear identification as paid advertisements, which constitutes a violation of consumer protection standards [1].
As part of the legal remedy, the MPDFT is seeking the immediate cessation of the advertising campaigns [1]. The action also requests joint liability for the defendants to pay R$ 120 million [1] in damages.
Blaze has previously utilized other high-profile celebrities, including Neymar, to attract users to its platform [2]. This case follows a broader trend of regulatory scrutiny regarding how betting platforms operate within the Brazilian market, specifically regarding the transparency of their risk disclosures.
Virginia Fonseca and Blaze have not yet provided a formal response to the specific allegations contained in the civil action. The proceedings remain under the jurisdiction of the MPDFT in Brazil [1], [2].
“The MPDFT is seeking the immediate cessation of the advertising campaigns.”
This legal action signals a tightening of regulatory oversight regarding 'finfluencers' and gambling platforms in Brazil. By seeking a significant financial penalty and the removal of ads, the MPDFT is establishing a precedent that celebrity endorsers may be held legally and financially accountable for the transparency and accuracy of the products they promote, particularly during high-traffic events like the World Cup.
