Re-Painting Brick

Hi, new guy here.

I'm doing a few works to my house at the moment, updating furniture etc etc

I have a basement which is painted brick, but after a few months I think the moisture from the ground has seeped through and the paint has flecked off/looks this terrible type of mouldy colour (which I think is just the brick coming through again).

Any body have tips in how to seal the brick in and get the paint to stay?

Would go a render but that is $$

Impossible to solve the issue from within.
Water seeping through the brick will damage anything u apply to it after a while. Whether it be from mould apores or aimply hydrostatic pressure physically pushing the coating off the wall.
Just do it as cheaply as u can with a good wash. It will fail again, but im sure u would rather just paint it regularly that have a new wall built, which would be the ideal solution $$$$$