On July 17th, the Brazilian SPA's updated rules on betting advertising came into effect. Now, marketing partners face severe consequences for supporting illicit bookmakers. Meanwhile, operators should learn these rules to clearly understand how to promote their projects through affiliates' resources legally.
Introduced Standards: Key Notions
The rules address bloggers, online traffic providers, media representatives, and other relevant organisations or people involved in the popularisation of any gambling business in Brazil. From now on, they are considered liable for wagering materials in broadcasts.
Before launching an advertising campaign, these parties must check partners' licences. If valid, the permits are displayed in the registry of the national Ministry of Finance.
Other requirements are as follows:
- Responsible gaming warning. The corresponding statements must be conspicuously showcased in commercials. These inscriptions inform users of the potential harm from real-money entertainment.
- Bookmaker details. The materials are considered legal if they have operators' authorisation numbers, CNPJs, and enterprise names. The records should be collected and stored so that customers can access them at any point of the marketing initiative’s duration.
- Promotion-related terminology. The ads cannot urge the audience to stake, emphasise betting wins, or evoke the feeling of earning «easy money.»
- Limitations for commentators. These employees are now forbidden from suggesting sportsbooks or wagers when analysing matches. This part was introduced to separate marketing from journalistic/editorial content.
The need for legal shifts arose during this summer’s World Cup. Multiple accusations were made about the volume of betting commercials displayed during soccer games.
Consequences of Non-Compliance
Enterprises and individuals ignoring the regulatory updates risk facing:
- an administrative charge — up to 20% of full-year turnover;
- permit suspension for up to 6 months;
- authorisation revocation.
In the most severe cases, irresponsible representatives will be subject to the local Consumer Protection Code's provisions. These measures aim to minimise the access of uncertified brands to the jurisdiction.
According to LCA Consultores' study, approximately 41−51% of wagering platforms in the state are still illegal. These websites generate BRL 10.8 billion annually on average, so the government continues actively combating them.
Expert Opinion About the Situation
Matheus Bastos, Matching Visions Brasil’s Market Analyst and Content Manager, believes that the introduced standards are fundamental for consolidating the regulated sector. He admits that conscious businesses have already been applying such norms in their activities. Nevertheless, with enshrining the rules in law, non-compliant brands are now forced to align, too.
The expert added that the ordinance makes it obligatory for all companies to integrate adherence checks into their everyday operations. As a result, the industry part that is already transparent and decent is separated from that leaning on non-formality.
Mr Bastos claimed that the World Cup perfectly highlighted the existing issues due to its large scale. Yet those who prepared in advance are now encountering less friction and reaping the best benefits.
Casino Market's team constantly monitors industry news and trends to supply clients with up-to-date technologies and proven growth strategies. Feel free to contact us for turnkey services, promo tools, and advanced online sportsbook software.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- feedback form.
Check the information used to contact us carefully. It is necessary for your safety.
Fraudsters can use contacts that look like ours to scam customers. Therefore, we ask you to enter only the addresses that are indicated on our official website.
Be careful! Our team is not responsible for the activities of persons using similar contact details.
