From bureaucratic compliance to competitive advantage: The new era of betting marketing
The fixed-odds betting market in Brazil, given its scale of investment and rapid growth, is not just being regulated — it’s being redefined. Law 14.790/2023 and the guidelines of bodies such as the Secretaria de Prêmios e Apostas (SPA) and Conar make it clear: given its reach and impact, bet advertising can no longer be reduced to an aggressive banner and an unreadable “(18+)” disclaimer.
Compliance is not a cost — it’s the only way to ensure the longevity and value of a brand in this sector. The central question for marketing and compliance leaders is: how can Responsible Gaming evolve from a legal obligation into a powerful and engaging brand narrative?
Where self-regulation failed: The three message pitfalls
Most sanctions and criticisms have not stemmed from prohibition, but from poor message quality. Problems arise when advertising crosses the line of responsibility:
1. The Unreal Promise of Financial Return – Positioning betting as a guaranteed financial solution (“investment”) or a way out of personal problems. Conar is clear: advertising must reflect the true nature of the offer — an entertainment activity.
2. Neglecting Age Control (18+) – Especially among unregulated sites, aggressive influencer-led advertising has directly exposed underage audiences. Age restriction must be active and verifiable, not merely a passive disclaimer.
3. The Bureaucratic Risk Warning – The phrase “Play Responsibly” has become a cliché, used without prominence or visibility. The rule is not just to include it, but to make it clear, legible, and integrated into the campaign’s design, showing proactive commitment to consumer protection.
The fact: The future of betting marketing depends on a brand’s ability to behave like a mature, trustworthy institution — not a financial shortcut.
Ethical leadership strategies: Innovating in regulated communication
Prohibition is not the answer — adapting the narrative is. The market now has the chance to set the standard for ethical communication, using compliance as a point of differentiation.
1. Shift the Focus: From “Profit” to “Sporting Experience”
Campaigns should highlight passion for sports and the thrill of the event — betting is entertainment, not investment.
- Develop content that deepens sports analysis, team insights, and match history.
- Adopt a trusted sports commentator tone, not a “financial guru” tone.
2. The Influencer as a Risk Educator (Not a Dream Seller)
With growing restrictions on celebrity endorsements, influencer marketing must professionalize, targeting verified adult audiences.
- Due Diligence: Operators are jointly liable for affiliate conduct. Contracts should penalize the promotion of “guaranteed winnings” or underage audiences.
- Active Messaging: Influencers can champion Responsible Gaming by showcasing platform tools like deposit limits and self-exclusion.
3. Make Responsible Gaming a UX/UI Feature
Responsible gaming can’t be a footer disclaimer — it must be a visible, functional tool in the user interface.
* Create personalized dashboards to help players track spending and time in real-time.
* Integrate automatic alerts when players reach preset limits, replacing passive pop-ups with real engagement tools.
A regulated market, not a marginalized one
Change won’t come from prohibition, but from leadership that embraces regulation as a quality standard. Responsibility is non-negotiable in a sector of this scale.
We are witnessing the birth of a new standard: success will belong to those who transform regulation into a seal of trust and lead communication with full transparency.
Where is your company investing more effort today — in avoiding sanctions or in actively building a culture of Responsible Gaming that stands out from the competition?
Cármen Noble
Managing Partner at VC15
