Advertising for gambling is a very important tool that, if used correctly, can benefit both consumers and the economy of Brazil. In this exclusive column for GMB, André Vinícius de Alencar Alves, partner at Control F5, talks more about how this can be a reality, through the use of a truly responsible and regulated approach.
In recent years, Brazil has seen a remarkable growth in the gaming market, especially after the legalization of sports betting in 2018. This growth is not just a matter of entertainment, but also a significant economic opportunity. The betting industry can generate jobs, increase tax revenue, and boost tourism.
Information, regulation, and responsibility: fundamental pillars
It is important to understand that gambling advertising can indeed play an essential role in educating consumers. When well done, it can inform bettors about the available options and the best practices for playing responsibly. Instead of viewing advertising campaigns as mere promotions, they should be seen as a form of awareness.
The need for regulation is easy to recognize. However, excessive restrictions can stifle the sector's potential. Regulation must be balanced. Completely banning advertising will only lead bettors to unregulated and potentially dangerous platforms. Therefore, operators should be encouraged to promote responsible practices, such as messages about limits and self-control.
Advertising compliance: regulations and guidelines
Starting from January 1, 2025, companies operating in the betting sector will have to strictly follow the guidelines established by the National Council for Advertising Self-Regulation (Conar) and by Ordinance 1231, sanctioned on July 31, 2024. These standards aim to ensure that advertising campaigns are conducted within the necessary ethical and legal parameters to protect consumers.
The main guidelines include:
* Prohibition of advertising with celebrities: Campaigns may not use influencers or celebrities that suggest that betting is an alternative to improve financial life.
* Avoid misleading promises: It is forbidden to broadcast messages that suggest easy gains or associate betting with social or financial success.
* Protection of minors: Advertising targeted at children and adolescents is strictly prohibited, including broadcasts in programs or places frequented by this audience.
* Transparency in information: Campaigns must include warnings about the risks of gambling and cannot make unrealistic promises about outcomes.
These rules are fundamental to creating a safe environment for bettors and preventing abuses by operators. Advertising compliance ensures that companies not only comply with the law but also adopt an ethical stance in their communications.
Advertising should be a tool for education and awareness
Serious companies are investing in technologies to monitor behaviors and offer support to bettors. Responsibility should be shared between operators and consumers, where both have an active role in promoting a safe environment.
Society as a whole must participate in this debate. We cannot ignore that betting is a legitimate form of entertainment for millions of Brazilians. Education about gaming should be part of the conversation, allowing bettors to make informed choices.
Advertising for gambling in Brazil should not be seen only in a negative light. With adequate regulations and a responsible approach, it can serve as an extremely important tool to inform and protect consumers.
We must embrace this new era with responsibility and vision, ensuring that everyone can enjoy betting in a safe and conscious manner. If you need help with advertising for your gaming operation, contact me!
André Vinícius de Alencar Alves
Partner at Control F5
