The panel “Digital Advertising in Betting Games in Brazil” highlighted the importance of regulated communication and ethical marketing practices in the fixed-odds betting operator market. The discussion featured the Secretary of Prizes and Betting at the Ministry of Finance, Regis Dudena; Esportes da Sorte’s Institutional Relations Director, Hugo Baungartner; Blaze’s DPO, Gustavo Godinho; Galera Bet’s CMO, João Ávila; and was moderated by Bruno Ferreira, partner at Leonardi Advogados.
“Education is a key point in this very new market, which is only nine months old. We need to educate not only the end customer but the entire surrounding ecosystem, including the advertising chain, which must be in full compliance with rules and best practices,” commented Hugo Baungartner.
During the discussion, participants emphasized the strategic role of advertising in differentiating licensed from illegal operators, promoting responsible gaming, and protecting consumers.
“The advertising market can help promote responsible gaming in many ways, but two points are crucial. Betting is not for children – they cannot be characters nor the target of advertising. Betting is entertainment – not a way to get rich or supplement income. This must be made clear in communication,” stressed Secretary Regis Dudena.
IAB digital advertising guide
IAB Brasil launched a best practices guide for sports betting advertising, setting guidelines to ensure greater transparency and safety in the sector. The document recommends that campaigns include the “18+” label, be directed exclusively to adult audiences, avoid promises of easy gains, and be tied only to companies licensed by the Secretariat of Prizes and Betting.
It also reinforces the need for agencies and influencers to verify their partners’ compliance before any action, among other measures.
IAB Brasil (Interactive Advertising Bureau Brasil) is the leading association representing the digital advertising market in the country. Non-profit and part of a global network present in over 40 countries, it brings together major tech companies, media outlets, agencies, and advertisers to foster sustainable sector growth.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, with 100% domestic operations and a license granted by the Ministry of Finance (SPA/MF) to Esportes Gaming Brasil – the group that also owns OnaBet and LOTTU.
With hundreds of direct and indirect jobs, it is part of a group certified as a Great Place to Work, built on pillars of innovation, a commitment to responsible gaming, and support for industry regulation. It maintains strategic partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, reinforcing practices for control, prevention of gambling addiction, and user protection.
Beyond betting, Esportes da Sorte heavily invests in sports, culture, and social projects. It is the master sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports major cultural initiatives including Galo da Madrugada, the Recife and Olinda Carnival, and the Parintins Festival. The brand also strengthens its digital presence through creative campaigns and influencer partnerships, deepening its connection with audiences across online platforms.
Source: GMB
