The journey toward regulation has been long and marked by intense debate. On one side, there was an urgent need to protect consumers, combat fraud, and prevent the betting sector from being linked to illegal activities.
On the other, the industry advocated for the creation of a regulatory environment that combines security with room for creativity to flourish. Within this context, influencer marketing emerges as a crucial component — playing a key role in the communication strategies of betting companies in Brazil, given that influencers have a strong impact on consumer choices.
The new regulations establish stricter guidelines for gambling companies to operate under government licensing and pay specific taxes based on their net earnings. Additionally, these regulations aim to strengthen measures to prevent gambling addiction and protect vulnerable segments of society, such as minors.
This has led to a need for transparent and informative advertising campaigns, free from deceptive promises or romanticized portrayals of betting.
When we compare Brazil to more developed markets like the United Kingdom, we find similarities and noteworthy differences. The UK’s Gambling Commission is known for its strict and proactive stance, with marketing activities limited to controlled platforms where influencers are held directly accountable for the content they share.
Germany has taken an even more active approach by monitoring player transactions in real time to ensure the integrity of the sector.
In Australia, there's a balance between consumer protection and industry freedom, with advertising restrictions imposed without suffocating the market.
Still in the early stages of regulation, Brazil seems to be trying to strike a balance. Requirements such as local company registration, CPF (Brazilian tax ID) monitoring, and allocating taxes to areas like education and public safety help strengthen the relationship between the industry and society.
However, criticism remains. Some experts question whether a 12% tax on net revenue might stifle smaller companies, favoring only large corporations in the sector. Others warn that overly strict regulation may drive part of the market into illegality, undermining the progress already made.
From the perspective of betting companies, it’s clear that adaptation is necessary in Brazil’s current online and offline betting landscape. A range of regulatory and competitive challenges demands adjustment and full compliance with existing laws.
To stand out in an increasingly competitive and regulated market, companies must adopt differentiated strategies, integrating digital marketing with legal departments to ensure compliance with government rules.
It's crucial that businesses create campaigns rooted in values such as corporate ethics, respect for consumers, and transparency, aiming to build a strong and trustworthy brand image.
Rather than promoting the idea of quick profits, ads should emphasize the fun and entertainment aspect of betting, while also highlighting the risks of excessive or uncontrolled gambling.
From a business and market standpoint, it’s important to see regulation not just as a challenge but also as a positive opportunity.
Formalizing the betting industry can boost the credibility of companies in this space, enabling strategic partnerships with major brands and opening doors to more traditional and conservative markets.
Financially, the numbers are very promising: in 2023 alone, the betting sector in Brazil moved approximately R$120 billion (US$20.5bn), representing about 1% of the national GDP.
With an estimated customer base of 24 million Brazilians — mostly young people — there’s immense potential for growth and development in this promising market. However, this growth must be carefully managed, complying with legal norms to ensure long-term sustainability.
In this new era of influencer marketing, the role these figures play is crucial — though complex in the eyes of many. Influencers have the power to educate the public about the risks, reinforcing the importance of responsible and moderate gambling.
To succeed, it’s essential to balance creativity and responsibility, learning from the experiences, strengths, and challenges of other countries, and promoting a model shaped to Brazil’s unique reality.
Regulations have brought challenges, but they’ve also paved the way for a more stable and reliable market. Influencer marketing stands out for its unique ability to establish authentic connections with the target audience and will be one of the pillars of this new landscape.
However, success will only be possible if brands and influencers work together to build an ethical, responsible, and sustainable market.
Fátima Bana
Marketing and business executive with over 15 years of experience, Founder and Leader of Rent a CMO, and CEO of Lampions.bet. She has experience in Brazil, Latin America, Europe, the USA, and China. She is an ESG-certified specialist from Harvard and a member of the IBGC (Brazilian Institute of Corporate Governance) startup and scale-up committee. Fátima holds a Master’s degree in Digital Consumer Behavior from the University of California – USA, and is currently pursuing a PhD at MIT/USA focused on consumer behavior integrated with Artificial Intelligence. She also holds a postgraduate degree in Neuropsychology, is a specialist in Neuromarketing and Learning (São Camilo and Einstein – São Paulo), and is certified in Neurofeedback by BTI Brasil.
