IAB Brasil CEO Denise Porto emphasizes that regulated advertising fulfills a social function by informing the public about which platforms are safe, monitored, and committed to responsible gaming policies. "Furthermore, it plays a relevant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers," she stated in a press release.
The sports betting sector is already among the top advertisers in Brazil. Estimates from the Getulio Vargas Foundation (FGV) for 2023 indicate that bookmakers invested approximately R$4 billion (US$740m) in advertising and sponsorships, occupying spaces ranging from sports broadcasts to digital campaigns with influencers.
One of the guide's recommendations is that advertising should not encourage compulsive behavior or associate betting with the promise of guaranteed wealth. Expressions such as "Hurry, it's your last chance" or "Turn R$10 into R$1,000 quickly" appear as examples to be avoided. The document also advises including warning messages such as “Bet in moderation” or “If in doubt, stop.”
"Digital influencers and agencies must adopt an ethical, transparent, and conscientious approach when promoting this type of service. Digital media campaigns must always be conducted with caution, avoiding any type of misleading appeal or encouragement of risky behavior, whether financial or mental," the document emphasized.
Another point is the need to verify the regularity of the betting houses advertised. Agencies and advertisers are responsible for verifying whether the company is among those authorized by the Secretariat of Prizes and Bets (SPA), which maintains an updated list on its official website. The guide also recommends that advertising materials mention the number of the specific ordinance from the Ministry of Finance that granted the betting house operating authorization.
The document also provides a practical list of rules. Agencies and advertisers must monitor whether influencers correctly identify paid content with hashtags such as "#advertising" or "#advertisement." People portrayed in campaigns must be, and appear to be, over 21 years of age.
The guide also prohibits any element that may attract children or adolescents, such as characters, graphics, and soundtracks from children's worlds. Media targeting must be configured to avoid exposure to minors, including on social media.
Offering entry bonuses, credit, or loans to bettors is also prohibited, nor is it permitted to associate betting with solving financial problems or the idea of ??social status. All advertising must include age restriction messages and Responsible Gaming warnings.
The guide was produced by a working group that brought together representatives from agencies such as b/luz and Dentsu, media outlets such as Grupo Globo, UOL, and Estadão, platforms such as TikTok, Uber Ads, and Paramount, as well as specialized lawyers. The final review was conducted by IAB Brasil. The material is available at here.
Source: Valor
