Brazilian association releases best practices guide for online sports betting ads

The Interactive Advertising Bureau (IAB Brasil) on Monday unveiled a guide establishing best practices for communication in online sports betting, an industry that has quickly become one of Brazil’s largest advertisers. The document sets out responsibilities for agencies, influencers, and brands, aligning with standards from the Secretariat of Prizes and Betting (SPA) and the National Advertising Self-Regulation Council (Conar).

Denise Porto, CEO of IAB Brasil, touched upon the role of regulated advertising in the sector. “It plays a relevant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers,” she said in a statement. According to Porto, advertising has a social function in helping the public identify safe, monitored platforms that follow responsible gaming policies.

The betting industry has grown into a major force in Brazil’s advertising market. A study by the Getulio Vargas Foundation (FGV) estimated that bookmakers spent roughly R$4 billion ($740 million) on advertising and sponsorships in 2023, with campaigns spanning televised sports events, digital platforms, and influencer partnerships.

The new guide urges advertisers to avoid content that encourages compulsive gambling or promotes the illusion of guaranteed financial gain. Phrases such as “Hurry, it’s your last chance” and “Turn R$10 into R$1,000 quickly” are cited as examples of language that must not be used. Instead, messages such as “Bet in moderation” or “If in doubt, stop” are recommended.

The guidelines stress that agencies and influencers must adopt transparent and ethical approaches, steering clear of misleading appeals and avoiding encouragement of behavior that could be harmful financially or psychologically. 

Advertisers are also tasked with ensuring that the betting companies they promote are authorized by the SPA, which publishes an updated list of licensed operators. Campaigns should include the number of the Ministry of Finance ordinance that granted the operator its license.

The document further calls for influencers to clearly disclose paid partnerships using hashtags like “#advertising” or “#advertisement.” Only individuals aged 21 and older may be featured in campaigns, and advertising content must avoid visuals, sounds, or themes that could attract children or adolescents. Media targeting tools should be used to limit exposure to minors, particularly on social media.

Additional restrictions prohibit offering bonuses, credit, or loans to attract bettors, as well as suggesting that betting can resolve financial difficulties or confer social status. All advertising must contain age restriction messages and Responsible Gaming warnings.

The guide was developed by a working group including agencies such as b/luz and Dentsu, media groups like Globo, UOL, and Estadão, platforms including TikTok, Uber Ads, and Paramount, as well as legal experts. IAB Brasil conducted the final review before publication.