Amid debates about the effects of these 'Bets' (operators in Brazil) on the population's debt – and with the Ministry of Justice acting directly to prevent advertising messages from being directed at groups considered more vulnerable – the sector has been recalculating its positioning before the public.
If before the imperative tone dominated the messages, with repeated appeals for people to play and learn about betting, now more measured speeches are coming into play. The invitation to the public remains clear, but it is accompanied by reminders that excessive gambling is not appropriate and that betting should not be seen as a source of income.
In August, Betnacional brought together Olympic champions Bia Souza (judo) and Ana Patrícia and Duda (beach volleyball) in the first commercial that would mark a change in positioning.
In the scene, the athletes argued, for example, that to go far in life, it was necessary to invest in education. And that, to prosper and earn money, it was necessary to invest in hard work. Finally, the message emphasized that betting on Betnacional, properly speaking, should only be for fun.
The following month, when it presented its new visual identity to the public, the betting company continued the theme in a new commercial, with the presence of the athletes and other of its ambassadors, such as Vinicius Jr, Ludmilla, Thiaguinho and Seu Jorge.
Betnacional's latest campaign, featuring Galvão Bueno and Tino Marcos, now addresses the fact that the company has obtained government authorization to operate in Brazil. As of 2025, only companies that received authorization from the Ministry of Finance this year will be able to continue operating in the segment.
The company will be one of the sponsors of the 2025 edition of BBB. When announcing the commercial agreement, Betnacional stated that, with this partnership, it “reaffirms its commitment to responsible entertainment, while innovating by seeking new ways of interacting with the public”.
Regulation and new rules
The renewal of the positioning and advertising language of betting companies is in line with the creation of specific guidelines for advertising in the sector, which began to be discussed in 2023 and which had the direct participation of the National Council for Advertising Self-Regulation (Conar).
In December of last year, Conar published Annex X, a set of rules specifically designed for the betting sector. Among the determinations is, for example, the prohibition of any advertising message that suggests that a person can get rich through gambling. Or, even, that conveys the idea that earning money through that means is something easy.
The guidelines also include the prohibition of young people under 21 years of age from participating in any advertisement or publicity for a betting company. In addition to being over 21 years of age, Conar reinforces that the actors or influencers must “appear” to be older than that.
This month, the National Consumer Secretariat (Senacom), linked to the Ministry of Justice, determined the prohibition of any advertising of sports betting aimed at children and adolescents. Companies that fail to comply with the Law are subject to a daily fine of R$50,000 (US$ 8,400)
Previously, the STF had also highlighted the importance of the government establishing more effective measures to control the actions of betting companies. The agency also determined that resources from social programs (such as Bolsa Família) cannot be used for betting.
This move by the authorities caused a reaction from Conar, which published a statement defending the self-regulation of the sector. According to the advertising entity, the measures for creating ethical and responsible advertising messages are already provided for in Conar's regulations.
No excesses
This increased government attention to the issue, together with the growing debate about the possible financial and psychological losses resulting from the habit of gambling, have been impacting the sector's communication.
On the evening of Tuesday the 26th, Esportes da Sorte aired, during the break in Jornal Nacional, on Globo, a commercial in which it emphasized that “Gambling is in our nature. Betting excessively is not.”
To support the argument, Suno, the agency responsible for the campaign, made an analogy with man's arrival on the moon. Before the trip, friends told the future astronaut that they doubted he would be capable of such a feat, thus initiating a bet.
According to Esportes da Sorte, the new message “aims to raise awareness among the public that gambling should be treated only as entertainment.” The brand also emphasizes that, well before Conar established ethical guidelines for advertising in the segment, it already adopted the text “Play Responsibly” alongside its slogan.
“The idea was precisely to draw attention and invite people to reflect that betting has always been part of human nature, that we are driven by the challenges that life imposes on us. But making it clear that, in the case of Esportes da Sorte, the act of betting is about fun and entertainment,” said Sofia Aldin, CMO of Grupo Esportes da Sorte, in a statement.
Earlier this month, Superbet took advantage of popular wisdom to tell the public that anything in excess can be harmful – including betting.
“We adopted the tone of speech that everything in excess is harmful. Work, food, fun. And it’s no different with gambling,” explained Patrícia Prates, Marketing Director of Superbet Brasil, at the time. The campaign was created by the agency Pullse RJ, part of Grupo Dreamers, and will run until December 31.
Superbet also prepared a new campaign for this week, in which it informs the public that it was “the first 100% regularized betting house in Brazil.” The company paid the R$30 million (US$ 5.1m) grant to the federal government this week.
For this campaign, the company has hired TV host Getúlio Vargas (GV) and former soccer referee Sálvio Spinola. Singer Ferrugem and soccer player Thiago Silva will also participate in the social media campaigns.
Identification of authorized 'Bets'
Amid the communications from the betting companies themselves, the Brazilian Institute of Responsible Gaming (IBJR), an entity formed precisely by companies operating in the sector, began to publicize a new campaign this week on its social media to highlight the importance of regulating the sector.
The IBJR emphasizes that, as of January 1, 2025, companies granted licenses by the government will have to use the .bet.br domain on their digital platforms. According to the Institute, this will be a way for consumers to identify companies that are regularized.
“These are essential measures to strengthen what the IBJR stands for: a transparent, regulated and responsible betting market,” the text states. Earlier this month, the IBJR had published an advertisement in the country’s main newspapers detailing the importance of regulating the sector.
Source: Meio & Mensagem
