Brazil Tightens Rules on Betting Advertising with New IAB Guidelines

Brazil’s regulators are moving to reshape the way betting companies market their services, aiming to balance the sector’s rapid commercial growth with stronger consumer protections.

Betting Takes Centre Stage in Brazil’s Ad Market

In the space of just a few years, betting brands have become some of the country’s biggest advertisers. From football shirt sponsorships to influencer-led promotions, the sector has become impossible to ignore. Research from the Getulio Vargas Foundation estimates that operators spent around R$4 billion (£580m) on marketing in 2023, with campaigns saturating television, digital platforms, and live sporting events.

This dramatic rise has prompted growing scrutiny. To ensure advertising is both responsible and transparent, IAB Brasil — the Interactive Advertising Bureau’s local arm — has published a set of best practice guidelines designed to protect the public and provide clarity for the industry.

A Shift Away from Risky Messaging

The new framework prohibits messaging that implies betting is a quick or guaranteed route to wealth. Phrases such as “hurry up before it’s too late” or promises to “turn R$10 into R$1,000 overnight” are no longer permitted.

Instead, operators and their marketing partners are encouraged to adopt a more responsible tone. Recommended messaging includes phrases such as “Bet in moderation” or “If in doubt, stop”.

Denise Porto, CEO of IAB Brasil, emphasised the importance of this shift, stating: “Advertising has a social role: building trustworthy brands and steering people towards platforms that are licensed and monitored, rather than those operating in the shadows.”

Agencies and Influencers Face New Obligations

The guidelines also place greater responsibility on marketing agencies and content creators. Agencies must ensure that any operator they promote is fully authorised by the Secretariat of Prizes and Betting (SPA), with campaigns required to display the official licence number issued by the Ministry of Finance.

For influencers, transparency is no longer optional. Sponsored posts must be clearly labelled with tags such as #advertising or #advertisement, while only individuals aged 21 or over may feature in betting promotions. Importantly, campaigns can no longer use imagery or themes that may appeal to children, while social media platforms are expected to refine their targeting tools to reduce underage exposure.

Putting Player Protection First

At the heart of the initiative is a clear goal: safeguarding players from harm and challenging any attempt to portray gambling as a solution to financial pressures or as a shortcut to success. Operators are prohibited from offering credit or loans as incentives, while all campaigns must include prominent age restrictions and responsible gambling messaging.

A Collective Effort to Raise Standards

The guidelines are the product of collaboration between regulators, industry stakeholders, media groups, and digital platforms. Contributions came from agencies such as b/luz and Dentsu, broadcasters including Globo, UOL and Estadão, as well as platforms like TikTok, Uber Ads and Paramount. This collective approach reflects a wider recognition that all parties involved in betting promotion have a shared duty to act responsibly.

With the market generating unprecedented levels of advertising spend, and regulation rapidly expanding under Bill 2,234/2022, the measures arrive at a pivotal moment. Betting is now firmly embedded in Brazilian sporting culture — but ensuring its growth remains sustainable depends on striking the right balance between commercial opportunity and consumer protection.

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