Brazil Fines Blaze BRL 2.3 Million for Running 33 Betting Ads Featuring a Children's Influencer

Brazil's Prizes and Betting Secretariat (SPA-MF) has fined Blaze BRL 2.3 million after finding the operator ran 33 advertising videos featuring influencer João Caetano, a content creator whose 15 million YouTube subscribers skew heavily toward children and teenagers. The violations contravened Brazil's betting law, responsible gambling ordinances, and the Statute of Children and Adolescents. Separately, the Federal District Public Prosecutor is pursuing a civil claim of R$120 million against the operator for misleading advertising and harmful practices.

Updated July 2026

• SPA-MF fined Blaze (operated by Foggo Entertainment) BRL 2.3 million
• 33 problematic videos produced between March and July 2025, featuring João Caetano
• João Caetano has over 15 million YouTube subscribers and 3 million Instagram followers, with an audience that includes large numbers of minors
• Videos remained live for four months after regulators flagged the violations
• Foggo Entertainment has 10 days to file an administrative appeal
• Federal District Public Prosecutor pursuing a separate civil damages claim of R$120 million

What Did Blaze Do Wrong?

Brazil's SPA-MF concluded that Blaze, operated by Foggo Entertainment, ran 33 advertising videos between March and July 2025 that featured or were directed at minors in violation of the country's betting framework. The content was produced in collaboration with João Caetano, a YouTube creator with more than 15 million subscribers and a following that includes a significant proportion of children and teenagers.

The regulator found that the videos violated three legal instruments simultaneously: the law governing sports betting operations in Brazil, responsible gambling ordinances issued by the Ministry of Finance, and the Estatuto da Criança e do Adolescente (ECA), the Statute of Children and Adolescents, which explicitly prohibits minors from being the target of or appearing in online betting promotions.

How Did the Regulator Determine Blaze Was Responsible?

Blaze attempted to limit its liability by arguing it had terminated its relationship with João Caetano upon discovering the violations. SPA-MF rejected that argument. The regulator determined that the influencer "acted under the direct coordination and control of Blaze, and not autonomously," meaning Blaze bore full responsibility for the content's creation and the contractual briefing guidelines the creator was required to follow. The fact that the problematic videos remained online for four months after the violations were identified was treated as evidence of inadequate oversight, not a good-faith remediation effort.

What Are the Penalties and Legal Consequences?

The immediate regulatory penalty is BRL 2.3 million, issued by the SPA-MF under its enforcement powers. Foggo Entertainment, the Blaze operating entity, has ten days to file an administrative appeal with the secretariat. If the appeal is unsuccessful or not filed, the fine becomes final and payable.

The regulatory fine is the smaller part of Blaze's potential legal exposure. The Federal District Public Prosecutor's Office has filed a separate civil action seeking R$120 million in damages, citing misleading advertising and harmful practices. That civil claim, if successful, would represent a penalty more than 50 times the size of the administrative fine and would establish a judicial precedent for civil damages arising from betting advertising that targets minors in Brazil.

Action	Body	Amount	Status
Administrative fine	SPA-MF (Betting Secretariat)	BRL 2.3 million	10-day appeal window open
Civil damages claim	Federal District Public Prosecutor	R$120 million	Separate civil action pending

Who Is João Caetano and Why Does His Audience Matter?

João Caetano is a Brazilian content creator with over 15 million YouTube subscribers and 3 million Instagram followers. His content targets a youth demographic, and his subscriber base includes a significant proportion of minors. Using a creator with this audience profile for betting product promotion runs directly counter to the Brazilian government's stated objective of protecting younger populations from gambling exposure, the same public-health rationale underpinning the mandatory health warnings on all licensed betting advertisements that took effect on July 17, 2026.

This case parallels earlier enforcement against Blaze involving Virginia Fonseca, another major Brazilian influencer, where Brazilian courts imposed advertising restrictions on both the creator and the operator. The Blaze brand has become a focal point for enforcement precisely because of its heavy influencer marketing strategy in a market that has tightened its advertising rules significantly over the past 12 months.

What Broader Enforcement Trend Does This Fine Reflect?

The Blaze fine is a direct enforcement action under the advertising framework Brazil has been building since 2025. The country has dismantled tens of thousands of illegal betting websites, removed hundreds of influencer profiles promoting unlicensed platforms, and now moved to penalise licensed operators whose influencer campaigns breach child-protection rules. The progression from warning letters to financial penalties signals that the SPA is moving from a framework-establishment phase into an active enforcement phase.

The size of the civil damages claim, R$120 million, is particularly significant. Regulatory fines in Brazil's current framework are capped at levels that might not represent a serious deterrent for large operators with significant Brazilian revenue. A civil damages award of R$120 million, if obtained, would make the Brazilian betting advertising liability calculus much more severe and could change how operators approach influencer marketing across the market.

What Does This Mean for Other Operators Using Influencer Marketing in Brazil?

Any licensed Brazilian operator using influencer marketing, particularly creators whose audience includes minors, faces heightened regulatory and legal risk. The SPA's determination that operators are responsible for influencer content produced "under their coordination and control" removes the ability to delegate liability to creators. Operators cannot rely on influencers agreeing to compliance standards in their contracts if the underlying content still violates child-protection rules.

For international operators entering or expanding in Brazil, the Blaze case represents a compliance standard: influencer selection must account for audience demographics, not just follower count. An influencer with 15 million followers whose audience skews young represents a legal exposure, not a marketing asset, under Brazil's current regulatory framework.

Frequently Asked Questions

Why was Blaze fined by Brazilian regulators?

Brazil's SPA-MF fined Blaze BRL 2.3 million for running 33 advertising videos with influencer João Caetano, whose audience includes large numbers of minors. The content violated Brazil's betting law, responsible gambling ordinances, and the Statute of Children and Adolescents.

How much is the Blaze fine in Brazil?

The administrative fine is BRL 2.3 million. Separately, the Federal District Public Prosecutor is pursuing a civil damages claim of R$120 million against the operator.

Can Blaze appeal the fine?

Yes. Foggo Entertainment, which operates Blaze, has ten days to file an administrative appeal with the SPA-MF.

Is the influencer João Caetano also facing penalties?

The SPA-MF's penalty is directed at Blaze as the operator, not the influencer. However, the Federal District Public Prosecutor's civil action may name additional parties. Separate court proceedings have previously imposed advertising restrictions on influencers in similar Blaze-related cases.

What does this mean for influencer marketing in Brazilian betting?

Operators are legally responsible for influencer content produced under their coordination and control, regardless of what influencer contracts say. Using creators with underage-skewing audiences for betting promotion now carries significant administrative and civil liability in Brazil.