In recent years, Brazil has seen remarkable growth in the gaming market, especially after the legalization of sports betting in 2018. This growth is not only a matter of entertainment, but also a significant economic opportunity. The betting industry can generate jobs, increase tax revenue and boost tourism.
Information, regulation and responsibility: key pillars
It is important to understand that betting advertising can indeed play an essential role in consumer education. When done well, it can inform bettors about the options available and best practices for gambling responsibly. Rather than viewing advertising campaigns as mere promotions, they should be seen as a form of awareness.
It is easy to recognize the need for regulation. However, excessive restrictions can stifle the potential of the sector. Regulation must be balanced. Completely banning advertising will only drive bettors to unregulated and potentially dangerous platforms. Therefore, operators should be encouraged to promote responsible practices, such as messages about limits and self-control.
Advertising compliance: regulations and guidelines
As of January 1, 2025, companies operating in the betting sector must strictly follow the guidelines established by the National Advertising Self-Regulation Council (Conar) and Ordinance 1231, enacted on July 31, 2024. These standards aim to ensure that advertising campaigns are carried out within the ethical and legal parameters necessary to protect consumers.
The main guidelines include:
* Prohibition of advertising with celebrities: Campaigns may not use influencers or celebrities who suggest that betting is an alternative to improving financial life.
* Avoid misleading promises: It is prohibited to broadcast messages that suggest easy winnings or associate betting with social or financial success.
* Protection of minors: Advertising aimed at children and adolescents is strictly prohibited, including broadcasting in programs or places frequented by this audience.
* Transparency in information: Campaigns must include warnings about the risks of gambling and cannot make unrealistic promises about results.
These rules are essential to create a safe environment for bettors and prevent abuse by operators. Advertising compliance ensures that companies not only comply with the law, but also adopt an ethical stance in their communications.
Advertising should be an education and awareness tool
Reliable companies are investing in technologies to monitor behavior and support gamblers. Responsibility should be shared between operators and consumers, with both having an active role in promoting a safe environment.
Society as a whole must participate in this debate. We cannot ignore the fact that gambling is a legitimate form of entertainment for millions of Brazilians. Education about gambling should be part of the conversation, allowing gamblers to make informed choices.
Gaming advertising in Brazil should not be seen only in a negative light. With proper regulations and a responsible approach, it can serve as a vital tool to inform and protect consumers.
We must embrace this new era with responsibility and vision, ensuring that everyone can enjoy gambling safely and consciously. If you need help with advertising for your gambling operation, contact me!
André Vinícius de Alencar Alves
Partner at Control F5
