Blaze faces complaint in Brazil for allegedly targeting children in betting promotions

Betting operator Blaze is facing regulatory pressure in Brazil after the child rights organization Instituto Alana submitted a formal complaint to the Ministry of Finance’s Secretary of Prizes and Betting.

The complaint accuses Blaze of violating the national Child and Adolescent Statute by sponsoring videos on the YouTube channel of an influencer focused on children’s content with over 14 million subscribers.

According to Instituto Alana, a review conducted between March and July found 33 videos containing Blaze-sponsored segments. 

These were often embedded within skits, daily routines and playful scenes, many of which included minors and featured content with language clearly designed for a child or teen audience.

In some videos, Blaze ads occupied up to seven minutes of runtime and appeared mid-video rather than as clearly marked, external ads. 

The organization says this format blurred editorial and promotional boundaries and may have contributed to exposing children to gambling-related content.

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Beyond regulatory violations concerning the promotion of gambling to underage audiences, the institute also raised potential indicators of child labour, as children appeared in content that featured embedded betting promotions. 

The case adds to the growing list of compliance challenges for operators in Brazil as the country moves to improve its national betting regulation framework. 

Instituto Alana is requesting a formal investigation and proportional sanctions from authorities.

Carlos Mendez

Writer

For Carlos Mendez, betting markets are best understood as conversations between numbers and behavior. His work focuses on interpreting what odds reveal about risk, pricing, and public sentiment rather than chasing short-term outcomes. Growing up in Buenos Aires, Carlos was immersed early in football culture...

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