Why did the Lula government spend R$178 million on advertising in 2026?

The Brazilian government under President Luiz Inácio Lula da Silva has spent R$178 million on institutional advertising during the first half of 2026, according to data released by the PL party. This figure focuses primarily on promoting programs such as the Bolsa Família and the Pé-de-Meia initiative. The expenditure has drawn scrutiny from political opponents who argue that the government exceeded the legally permitted limits for official advertising during an election year.

The PL party has filed a complaint with the Supreme Electoral Court (TSE), alleging that the government surpassed the allowed spending ceiling by R$42 million in the first half of 2026. They claim this violation occurred due to the use of public resources to bolster the president's image, which they argue constitutes an unfair advantage in the electoral process. The party seeks the immediate suspension of these campaigns, citing concerns over potential bias in favor of Lula’s re-election bid.

Since the beginning of Lula’s third term in January 2023, the total amount spent on institutional advertising by the Secretariat of Communication (Secom) linked to the presidency has approached R$1 billion. According to the PL party’s calculations, the figures include R$175.9 million in 2023, R$234.9 million in 2024, R$365.7 million in 2025, and R$178 million up to mid-June 2026. These funds have been used to promote 49 distinct themes under the slogan "Governo do Brasil, do lado do povo brasileiro" ("Brazilian Government, on the side of the Brazilian people").

Among the most prominent campaigns funded by these resources are end-of-year promotions, state-level government summaries, announcements about income tax exemptions for those earning up to R$5,000, and social programs such as Pé-de-Meia and Gás do Povo. The largest single expense in 2026 was allocated to the 2025 end-of-year campaign, totaling R$36 million. Other significant expenditures included R$32 million for government summaries and state-level overviews, R$28 million for ongoing opportunity campaigns, R$17 million for the income tax exemption announcement, and R$12 million for the "Government Present in the States" campaign.

Throughout 2026, the Secom paid for the broadcast of 1,454 advertisements in various formats, including social media posts, videos, and testimonials from citizens presented as beneficiaries of government policies. One notable ad referenced Brazil's Oscar nominations by mentioning a fictional category titled "Best Victory of the People." The PL argues that these efforts constitute the misuse of public machinery to enhance the president's image through official events, government programs, public relations, and institutional channels.

According to the Law of Elections, the limit for institutional advertising in the first half of an election year is calculated based on the average monthly expenses incurred over the previous three years, adjusted for inflation using the IPCA index and then multiplied by six. The PL asserts that the Secom has exceeded this threshold, while the government maintains that all expenditures comply with electoral legislation. The government plans to provide technical and legal clarifications to the TSE, emphasizing that comparisons between different years should take into account specific needs and public policy priorities.

The controversy surrounding the increased spending on advertising coincides with growing support for Lula among beneficiaries of the Bolsa Família program. A recent survey by Nexus/BTG Pactual indicates that Lula's approval ratings among Bolsa Família recipients have risen significantly since March 2026, reaching 68% by late June. This increase corresponds with a rise in the number of families enrolled in the program, which grew from 18.66 million in November 2025 to 19.35 million by June 2026.

Historically, there has been a pattern of expanding the Bolsa Família program in election years. Lula himself expanded the program by 2.3 million families in 2006 during his re-election campaign, and former President Jair Bolsonaro added 6.6 million families in 2022. Smaller increases were recorded in 2010 and 2018, while a decline was observed in 2014 when Dilma Rousseff sought re-election but faced financial constraints.

The Nexus/BTG Pactual surveys conducted in March, June, and early July 2026 each involved 2,000 interviews, with a confidence level of 95% and a margin of error of 2 percentage points. These polls highlight the shifting dynamics within the electorate, particularly among lower-income voters, where Lula holds a substantial lead over his main rival, Flávio Bolsonaro of the PL party.

The government faces mounting pressure from both legal challenges and political opposition regarding its advertising practices. While the Secom insists on strict adherence to electoral laws, the PL continues to push for judicial intervention, arguing that the current spending levels violate established regulations. The outcome of this dispute could influence the broader electoral landscape and set precedents for future campaigns.