New advertising rules may challenge Brazil’s booming sports betting sector
• Industry body sets standards for agencies, influencers and brands
• Guide prohibits misleading content and requires responsible gaming messages
• Advertising must comply with Secretariat of Prizes and Betting licensing rules
The Interactive Advertising Bureau (IAB Brasil) has published a new guide outlining best practices for online sports betting advertising, as the sector emerges as one of Brazil’s largest advertising markets. The document aligns with rules from the Secretariat of Prizes and Betting (SPA) and the National Advertising Self-Regulation Council (Conar).
Denise Porto, chief executive of IAB Brasil, said the initiative was aimed at strengthening trust in regulated operators.
“It plays a relevant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers,” she said.
According to Porto, “advertising has a social function in helping the public identify safe, monitored platforms that follow responsible gaming policies.”
The guidelines advise advertisers to avoid content that encourages compulsive gambling or suggests guaranteed financial returns. Examples given include phrases such as “Hurry, it’s your last chance” and “Turn R$10 into R$1,000 quickly,” which must not be used. Instead, recommended language includes “Bet in moderation” and “If in doubt, stop.”
The document also establishes responsibilities for agencies and influencers, requiring transparent disclosure of paid partnerships through hashtags such as “#advertising” or “#advertisement.”
Only individuals aged 21 and over may appear in campaigns, and content must avoid themes, sounds or visuals that could appeal to minors. Media targeting tools should be applied to limit exposure of betting promotions to underage audiences.
According to research by the Getulio Vargas Foundation, bookmakers spent about R$4 billion (US$740 million) on advertising and sponsorships in 2023. Campaigns have included sponsorship of televised sports events, digital platforms and influencer-led promotions.
The guide further prohibits offering bonuses, credit or loans as incentives to attract bettors, and bans claims suggesting betting can resolve financial problems or improve social status. Advertisers must ensure that companies they promote are authorised by the SPA, with campaigns required to cite the Ministry of Finance ordinance number granting each operator’s licence.
Development of the guide involved a working group of agencies such as b/luz and Dentsu, media groups including Globo, UOL and Estadão, platforms such as TikTok, Uber Ads and Paramount, alongside legal experts. IAB Brasil carried out the final review before publication.
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