Plínio Lemos Jorge, president of the National Association of Games and Lotteries (ANJL), has advised licensed operators to use clear advertising to help players distinguish regulated sites from the black market.
Brazil is primed to launch its legal online gambling market on 1 January 2025. But long delays in Brazil’s journey to regulated betting has led to a proliferation of offshore sites in recent years.
In an opinion piece for Folha, Lemos Jorge said advertising was the best way for operators to increase channelisation in the legal market. He called for “effective and clear communication” that shows gambling is only meant for fun and not as a serious means to make money.
“Only advertising can make this distinction. Otherwise bettors choose illegal platforms, which pay better prizes because they do not pay taxes and are not subject to strict rules,” Lemos Jorge noted.
How will Brazil regulate gambling advertising?
The government published its Normative Ordinance No 1,231 regulations to enforce various responsible gambling requirements in July, with a particular focus on marketing. It mandated operators to “act diligently” by not presenting gambling as “socially attractive”. As a result influencer marketing has been banned.
The rules likely stem from a number of influencers being investigated for heavily promoting Asian-themed slot Fortune Tiger via their social media channels. A scheme surrounding the marketing of this slot resulted in many young players losing money.
Ordinance No 1,231 also established a ban on marketing that could target minors, with all betting advertising mandated to display an ‘18+’ symbol as well as messages highlighting the risks of gambling.
Sponsorships, which have also proved a contentious topic, must clearly identify operators and refrain from appealing to children. Operator logos must not be featured on goods or articles intended for sale to children.
