“We are at a turning point. From now on, only those who are truly operating legally and are committed to responsibility will be able to advertise,” says Elanio Weffson.
According to the CMO, the measure tends to filter out operators who were acting in an amateur or even irregular manner, creating a more professional and trustworthy environment both for bettors and advertisers.
Elanio highlights as a positive aspect the fact that the new guidelines require valid licensing, clear identification of the advertiser, and an absolute prohibition on targeting minors — even in free content.
“We have always supported transparency. Jogo de Ouro has operated with licenses and followed best practices from the start. Seeing Meta acknowledge the importance of this commitment shows that the market is maturing,” he comments.
On the other hand, he acknowledges the challenges that many players, especially affiliates and influencers, will face. The requirement to register, submit contracts, and undergo Meta’s manual approval demands preparation and structured teams.
“It will definitely have an impact, especially on those who work with high volumes and multiple partners. But I believe that, in the medium term, this will separate professionals from opportunists. Those who are serious will adapt,” he notes.
Regarding the criticism that awareness ads about the risks of gambling are treated more strictly than commercial ads, Elanio is clear: “This is a flaw that needs to be reviewed. Informing people about risks and addiction should be encouraged, not blocked. Responsible gambling is one of the pillars we stand for, and this type of content should have the same space as commercial ads.”
To sum up, the executive sees the new requirements as an opportunity to reposition the market in a more ethical and safer manner. For him, the professionalization of advertising on social networks benefits not only the companies but especially the public.
“In the end, the goal is for bettors to have more confidence in who is behind each campaign. This strengthens the sector and protects those who truly matter: the players.”
With the new policy, Jogo de Ouro expects to strengthen its presence on Meta’s platforms with campaigns that are even clearer, safer, and aligned with global best practices.
Source: GMB
