BRAZIL – New Rule Restricts Online Betting Advertising and Impacts Digital Influencers
Introduction
Starting January 1, 2025, the landscape of online gambling advertising in Brazil will change dramatically. In an unprecedented move, the federal government has banned the broadcasting of advertisements that use celebrities and digital influencers to promote bets that do not comply with the new regulations. The new rule, published in the Official Gazette, aims to protect consumers, especially the most vulnerable, from misleading appeals and the glamorization of gambling.
Which games are affected by the new rule?
The ban covers the lottery modality of fixed-odds betting, which includes a wide range of online games, such as:
- Sports betting
- Slots
- Crash games
- Card games (blackjack, poker)
- Roulette
- Dice
- Live games
What does the new rule prohibit?
The Ministry of Finance’s ordinance establishes several restrictions on online gambling advertising, including:
- Use of celebrities and influencers: It is forbidden to use the image of well-known personalities to suggest that gambling contributes to personal or financial success.
- Misleading messages: Advertisements cannot present betting as an easy way to make money or associate gambling with success and extraordinary abilities.
- Encouragement of excessive gambling: It is forbidden to encourage compulsive gambling practices or present betting as a solution to financial problems.
- Call to action: Calls to action, such as “Click here and start playing!”, are prohibited.
- Advertising in inappropriate places: Online gambling advertising cannot be broadcast in places such as schools, hospitals, and treatment clinics.
Why is this change important?
The ban on gambling advertisements with celebrities aims to:
- Protect consumers: Prevent people from being induced to gamble by the influence of admired personalities.
- Combat compulsive gambling: Reduce the number of people who develop gambling addiction.
- Regulate the market: Create a safer and more transparent environment for bettors.
Conclusion
The new rule represents a significant advance in the regulation of the online gambling market in Brazil. By prohibiting misleading advertising and the use of celebrities, the government seeks to protect consumers and combat the social problems associated with compulsive gambling.
Source: GMB
