Brazil’s CazéTV, one of the world’s most-watched live YouTube channels, is facing regulatory scrutiny over its extensive promotion of sports betting to young audiences during FIFA World Cup broadcasts.

The channel, which offers free live streaming of all 104 World Cup matches on YouTube, has attracted major corporate sponsors, broken audience records, and challenged traditional broadcasters, becoming a popular destination for football fans in Brazil and overseas.

However, its frequent on-air discussions about betting odds and wagers have sparked criticism, prompting Brazilian authorities to introduce new restrictions on gambling advertising from Friday.

The controversy comes as sports betting promotions have become increasingly common in live sports broadcasts worldwide. In Brazil, concerns are particularly acute because of the country’s rapidly expanding betting industry, which has grown significantly since sports betting was legalized in 2018.

The sector’s expansion has been fuelled by wider access to digital financial services, including fintech credit products and the central bank’s Pix instant payment system, making online betting more accessible.

President Luiz Inácio Lula da Silva’s administration began tightening regulations on the gambling industry in 2023, citing concerns that rising betting activity is diverting household spending away from the broader economy.