The Bets (as operators are known in the country) phenomenon in Brazil is an undisputed truth. Brazil already represents one of the largest global markets in the sector, moving billionaire figures.
When it comes to advertising, the country is not behind. Just watch a soccer match to find the presence of signs, logos stamped on club shirts and bookmakers advertising signs.
Regulating the sports betting sector and other vertical online games, approved by President Luiz Inacio Lula da Silva on December 30, 2023, should further boost the segment. Law 14,790, which establishes clear rules for the advertising of bookmakers, was an old demand of the sector, which was previously only legalized, without guidelines on how to operate since 2018.
Conar, the body responsible for the self -regulation of advertising in Brazil, published Annex X, which determines the rules for the advertising messages of this segment.
The new rules prohibit advertising aimed at children and adolescents, the promotion of compulsive bets and makes the veracity of the information. They also require messages to be clear and transparent, informing the risks involved in the bets.
The goal is to ensure that marketing and advertising actions are responsible and ethical, contributing to a safe environment for gamblers and operators.
Changes in regulation should impact the sector in many ways. Firstly, they should ensure greater caution with bets advertising, as companies will have to be more careful with the target audience of their campaigns. The use of the symbol “18+” or the warning of the ban for children under 18 should become more common, preventing children and adolescents from being exposed to stimulating the game.
Secondly, the new rules should increase the quality of sector advertising. Companies will have to invest more in relevant and informative content, highlighting the risks involved in bets and encouraging the responsible game. Messages of awareness about the importance of betting in moderation and seeking help if a game related pathology develops, it will be mandatory in this scenario.
Messages and ideas that promise easy profit or guaranteed earnings such as "get rich", "earn extra income" or "pay your bills play" will also be prohibited, always pointing to the importance of betting in moderation and seeking help if develop any kind of ludopathy, avoiding messages that incite the compulsive game.
What is the future of bets sports marketing?
There is no doubt that the future of bet market sports marketing in Brazil is promising. The sector is profitable and has great growth potential. With the approved regulation, companies in the sector will now have to adapt to the new rules, which will result in significant changes in advertising campaigns, to ensure the safety of gamblers.
Regulation will also bring sanctions to companies that do not responsibly employ their marketing and advertising actions. This will help ensure that campaigns are made ethically and responsible, avoiding the harassment and manipulation of consumers.
The campaign message should be transparent and cautious. Companies should not promote the game as a way to make money or extra income. Campaigns will emphasize the importance of the responsible game, showing that sports bets should be viewed as a form of entertainment.
With this, the tendency is that betting houses will continue to invest in sports marketing, advertising and sponsorship, seeking creative, different and more responsible forms to communicate with consumers.
Fabricio Murakami
Pay4fun CMO and co -founder, a payment institution that offers financial solutions to the entertainment and sports betting sector. The executive has strong experience in product management, with history in the online betting game segment. Specialist in Business Planning, Advertising, Management, Information Technology and Strategic Planning. In January 2018 it entered to lead P4F marketing strategies, with the aim of consolidating the brand in the market and increasingly expanding company services around the world.
