Google's entry into Conar marks a strategic move with a direct impact on the marketing operations of the regulated betting sector. Now subject to Conar, expectations are growing for stricter oversight of 'Bets' (as the operators are called) advertisements, especially on digital platforms.
The recent approval by the Senate of restrictions such as the ban on influencers and athletes in campaigns, time limits, the ban on displaying live odds and mandatory warning messages, reinforces the need for immediate adaptation by operators and agencies.
In an environment of greater alignment between regulators and platforms, advertising practices must be even more rigorous, ethical and legally secure.
Greater responsibility in advertising campaigns
With Google's presence in Conar, the platform is now subject to the Brazilian Code of Advertising Self-Regulation. This means that advertisements from betting houses must comply with ethical, transparent and responsible standards, such as those defined in Annex X of Conar.
Reinforced monitoring of advertisements
Google's entry strengthens the monitoring of betting content, especially digital content. Conar will be able to act more effectively against advertisements that violate guidelines — such as promises of unrealistic gains or targeting minors.
Consumer protection and trust in the regulated sector
The self-regulation promoted by Conar helps signal to the public which operators are licensed and transparent, reducing the influence of illegal betting houses. This directly benefits legal 'Bets', reinforcing their credibility.
Alignment with national regulations
Google's decision is in line with recent regulations, such as Law No. 14,790/2023 and Ordinance SPA/MF No. 1,231/2024, which establish strict rules for betting advertising, reinforcing the role of self-regulation as a governance instrument.
Google's participation in Conar strengthens control over betting advertising, boosting ethical compliance within the sector and protecting consumers. In addition, self-regulation helps distinguish serious operators from illegal ones, supporting the sustainable growth of legal 'Bets' in Brazil.
The change reinforces the importance of ethical and responsible advertising practices, aligned with the guidelines of the new betting regulations in the country.
Source: Folha
