In less than a year since regulation began, there are already proposals in Congress to completely ban advertising in the betting sector.
Coincidence? Not at all.
Let me be direct: while we celebrate regulation, we’re ignoring one aspect that could destroy everything we’ve achieved.
What went wrong?
Law 14.790/23 and Ordinance 1.231/24 were clear:
No promises of easy money
No signup bonuses
Mandatory responsibility messages
But many companies treat this as a checklist, not a purpose.
Result? Campaigns that are technically “compliant,” but ethically questionable.
The real problem
We have brilliant professionals in performance, acquisition, branding, and content — but few with experience in regulated industries and in managing the unique challenges of this environment.
What we see: “Bet responsibly” in the footer.
What we need: real education about financial limits.
What we see: full focus on acquisition.
What we need: campaigns that educate bettors.
Imagine a different campaign
Picture an ad where the main character loses a bet and still feels good, because he stayed in control.
Message: “Winning is knowing when to stop.”
This hypothetical example represents what’s missing: advertising that normalizes limits, not just betting.
The current reality
Sports betting: focus on ever-better odds
Online gaming: giant multipliers — “1000x your stake!”
Promotions: endless free bet offers
And what’s missing? Education. Almost nonexistent.
True education is not compliance.
Real educational campaigns should address:
Family budget first – “Betting should never compromise essentials.”
Warning signs – “Lying about losses or betting in anger are red flags.”
Life priorities – “Family, work, and study always come first.”
The cost is already visible
Proposals in Congress to restrict advertising
Growing pressure from the media and consumer protection agencies
The industry’s choice
Keep prioritizing acquisition and watch advertising get banned —
or take the lead in education and responsibility.
What if we rethought the balance between acquisition and education in our communication strategies?
esponsible gaming is not the absence of problems. It’s the presence of care.
And if we don’t take that responsibility by conviction, the law will do it for us — far more restrictively.
Marco Elias
Compliance specialist for media and marketing. Coordinator of the Thematic Committee on Advertising, Sponsorship and Responsible Marketing (CT-Marketing) at ABC BET – Brazilian Association for Compliance, Good Practices, Ethics and Transparency in Sports Betting.
