Brazilian Ad Bureau Sets New Rules for Sports Betting Ads

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Comprehensive Guidelines for a Growing Sector

The Interactive Advertising Bureau (IAB Brasil) has announced comprehensive guidelines aimed at establishing responsible advertising practices in Brazil’s rapidly expanding online sports betting industry. The new document outlines responsibilities for agencies, influencers, and brands, aligning these standards with those set by the Secretariat of Prizes and Betting (SPA) and the National Advertising Self-Regulation Council (Conar).

Focus on Social Responsibility and Credibility

IAB Brasil’s CEO, Denise Porto, emphasized the role of regulated advertising in bolstering the sector’s reputation. “It plays a relevant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers,” she said. Porto noted the importance of advertising in helping the public identify legitimate and responsible gaming platforms.

Massive Industry Investment in Advertising

The online sports betting market has become a major player in Brazil’s advertising space. Research conducted by the Getulio Vargas Foundation (FGV) assessed that betting operators invested approximately R$4 billion ($740 million) on advertising and sponsorships in 2023, spanning television, digital campaigns, and influencer collaborations.

Clear Rules for Ethical Communication

The guidelines instruct advertisers to avoid any language that could encourage compulsive behavior or promise certain financial rewards. Explicitly banned are statements such as “Hurry, it’s your last chance” and “Turn R$10 into R$1,000 quickly.” Instead, responsible messages like “Bet in moderation” or “If in doubt, stop” are to be prioritized.

Transparency and Consumer Protection

Agencies and influencers are required to employ transparent and ethical practices, steering clear of any misleading or psychologically detrimental appeals. Advertisers must also ensure they are promoting operators holding authorization from the SPA, whose list of licensed operators is regularly updated. Campaigns should display the Ministry of Finance ordinance number that validates the operator’s license.

Protecting Minors and Setting Clear Boundaries

Influencers must clearly indicate paid partnerships using hashtags such as “#advertising” or “#advertisement.” Participation in campaigns is restricted to individuals aged at least 21. Advertisements cannot feature content—such as visuals, sounds, or themes—likely to appeal to minors, and media targeting should further restrict underage exposure on social networks.

Prohibited Advertising Practices

Additional limitations are in place against offering financial bonuses, credit, or loans as incentives for betting, as well as any suggestion that gambling might solve financial problems or elevate social status. All marketing materials are required to include age disclaimers and Responsible Gaming statements.

Collaborative Approach to Regulation

The guide’s development involved a working group including agencies such as b/luz and Dentsu, along with leading media organizations like Globo, UOL, and Estadão; digital platforms including TikTok, Uber Ads, and Paramount; as well as legal advisors. IAB Brasil led the final review of the guidelines prior to their release.