The new regulatory scenario and opportunities for affiliate marketing
The regulation introduced mandatory licensing for betting platforms, requiring them to operate within a clear and secure legal framework. In this way, bettors' confidence increases, also establishing a compliance standard that companies must follow to remain competitive. The need for transparency in operations, such as the clear disclosure of odds and promotions, creates an environment where affiliate marketing must adapt to communicate this information effectively with its audience.
However, the context of the new regulations opens up several opportunities for affiliate marketing:
Attracting investment
With the regulation, significant tax revenue is expected, which could reach R$10 billion (US$ 1.6bn) in the first year. This attracts foreign investment and increases competitiveness among operators. For affiliates, there is now an opportunity to promote platforms that comply with the new regulations, highlighting their legitimacy and security.
Innovation in strategies
Regulation can also drive innovation in marketing strategies. With a more structured market, operators can invest in more sophisticated and targeted campaigns, using data to better segment their target audience.
Affiliates play an essential role in communicating these innovations and educating bettors about the new offers available.
After the change in legislation that prohibited the offer of advances, bonuses or advance benefits, whether as a form of promotion, advertising or publicity, to encourage betting, affiliates will need to use their creativity to the maximum to promote bookmakers.
What are the challenges to be faced?
Although the new scenario raises doubts for operators, it is an opportunity to achieve a more transparent and responsible advertising model for consumers.
Other markets have already successfully undergone advertising changes, such as the children's products, alcoholic beverages and tobacco industries. Today, these sectors have special regulations and maintain creativity and responsibility as differentiators in their businesses.
Advertising restrictions, such as the prohibition of messages that present betting as a way to get rich quick or that encourage irresponsible behavior, require affiliates to be more creative and responsible in their approaches. It is essential that campaigns comply with these guidelines to avoid penalties.
In addition, strict control over responsible gaming practices imposes on operators and affiliates the need to educate bettors about the risks associated with betting. Promoting responsible gaming is not only a legal obligation; it is a strategy that can strengthen brand reputations and increase bettor loyalty.
If your company wants to stand out in this changing market, Control F5 offers specialized consulting in marketing, compliance, technology and much more.
We are ready to help your company succeed even with the complexities of the new legislation and maximize its potential in the betting sector. Contact us and learn more about our affiliate solution.
Natalia Nogues
CEO of Control F5
