The documents particularly highlight restrictions on access to sports betting platforms and other lottery operations for those under 18, and also establish rules regarding the use of celebrities in promotional activities.
Fixed-odds sports betting, or betting, has been operating in the State since last November, and there is a forecast for the imminent operation of instant lottery, prediction, and passive lottery modalities.
Operators must also comply with current state and federal laws and pay attention to recommendations published by the National Council for Advertising Self-Regulation (Conar), according to Annex X of the Brazilian Advertising Self-Regulation Code, which specifically addresses the rules for advertising these bets.
Minors – Those under 18 are prohibited, directly or indirectly, from registering and placing bets. The operator may not promote bets related to events, sports competitions, tournaments, games, or contests involving human interaction, whether individual or collective, that exclusively involve the participation of minors under 18.
The Terms and Conditions and all internal guidelines and policies of the operators must include clauses that directly protect minors. Advertising and other promotional actions must not target this audience, and the use of symbols, visual elements, sounds, verbal or written elements intended for those below this age range is prohibited.
Marketing communications and broadcasts, by any means, of physical or online games must contain warnings such as “bets are prohibited for those under 18” or the symbol “18+.”
Celebrities – In marketing communications, it is also prohibited to use the image of people or characters, real or fictional, of public relevance or notoriety that might specifically or mainly attract minors. It is also forbidden to present sports betting as socially attractive or to contain statements from well-known personalities or celebrities suggesting that betting contributes to personal or social success.
Another determination is that the product should not be promoted as a way to recover losses from previous bets or other financial losses, or to suggest or imply that betting could be an alternative to employment, a solution to financial problems, an additional source of income, or a form of financial investment.
Operations director Fabio Veiga emphasizes that Lottopar has implemented these measures based on current legislation to ensure that operators contribute to building a socially responsible market. “We see advertisements on social networks every day with influencers promising exorbitant gains, indicating that the world of betting can be a profession, but it's not like that. Sports betting and lottery games are entertainment, so advertising needs to reinforce that message,” he stated.
Responsible Gaming – The ordinances published by Lottopar also include that marketing actions must always clearly display the name or brand of the operator they refer to, so bettors can easily identify who is responsible for the communication.
It is also mandatory to include a standardized message aimed at promoting responsible gaming, such as “Play Responsibly.”
To ensure healthy entertainment, operators are prohibited from conducting any marketing communication that could raise hopes that participation will lead to enrichment or generate a source of income, mislead regarding the possibility or chance of winning, or suggest that repeated bets will increase the chances of winning a prize.
“Socially responsible advertising should be a constant pursuit of everyone involved in lottery operations in the State. Lottery games and sports betting authorized by Lottopar are entertainment, and advertising plays an important role in helping to disseminate good practices within this market,” concluded Veiga.
The ordinances can be consulted HERE.
Source: GMB
