Brazil Implements Stricter Betting Ad Rules to Protect Minors

Brazil has introduced strict advertising restrictions for betting operators to protect minors ahead of its legal gambling market launch.

The new rules, outlined in Normative Ordinance No 1,902, ban targeting minors and promote responsible gambling communication.

These measures highlight Brazil’s commitment to a regulated and safe gambling environment, fostering trust and ensuring compliance across operators.

Learn how these regulations will shape Brazil’s betting landscape and impact operators and advertisers in the growing market.

Brazil Enforces New Betting Ad Rules to Shield Minors Ahead of Legal Market Launch

Key Points

1. Immediate Ban on Minor-Targeted Ads: Operators cannot advertise to audiences primarily composed of minors or use elements appealing to children.
2. Mandatory Age Restrictions: All gambling ads must display the ‘18+’ symbol or a clear warning about the age limit.
3. Prohibition on Sponsorships for Minors: Sponsoring children’s teams or events aimed at adolescents is strictly forbidden under the new rules.

Brazil Implements Ad Restrictions to Safeguard Minors in Betting Market

As Brazil inches closer to launching its legal gambling market on January 1, 2025, the government has tightened its stance on advertising. The Secretariat of Prizes and Bets (SPA) has enacted Normative Ordinance No 1,902, placing immediate restrictions on how betting operators can market their services.

These measures stem from earlier regulations outlined in Normative Ordinance No 1,231, and they reflect the findings of a recent Federal Supreme Court (STF) hearing investigating gambling’s societal impacts.

What Are the New Restrictions?

The ordinance implements several rules aimed at protecting minors, effective immediately. These include:

• Prohibition of Minor-Targeted Advertising: Ads aimed at children or adolescents, or those using elements appealing to minors, are now banned.
• Restrictions on Sponsorships: Operators are forbidden from sponsoring youth sports teams or events primarily targeted at adolescents.
• Mandatory Age Warnings: All gambling communications must prominently display an age restriction symbol, such as ‘18+’, or include a clear warning.

Additional measures include barring betting promotions from being tied to cultural activities aimed at minors.

Good to Know: Rules for monitoring, enforcement, and sanctions related to these measures are already in effect.

A Gradual Transition to Full Compliance

While some measures from Normative Ordinance No 1,231 are already active, the remaining restrictions will take effect with the legal market’s launch in January 2025. This phased approach allows operators time to adapt to the new guidelines.

The SPA has emphasized that inspections and penalties for non-compliance with all advertising rules will commence after the full market rollout.

The Broader Context of Brazil’s Betting Laws

Brazil’s adoption of strict advertising measures aligns with a global trend toward responsible gambling practices. By focusing on minor protection, the government aims to create a safe and regulated betting environment.

The STF hearing in November underscored the importance of these measures, with stakeholders warning of the potential harm gambling could pose to vulnerable populations.

SPA’s Proactive Approach:

The SPA has taken a proactive stance, ensuring operators adhere to the rules even before the market fully opens. The adoption of immediate monitoring and sanctions reflects its commitment to accountability.

Challenges and Industry Impact

While these restrictions are necessary, they pose challenges for betting operators:

1. Ad Creativity Constraints: Stricter rules on imagery and messaging require more careful planning in campaigns.
2. Target Audience Adjustments: Operators must ensure ads do not inadvertently appeal to underage audiences, limiting certain marketing channels.
3. Compliance Costs: Adapting to new regulations and implementing compliance systems may increase operational expenses.

Despite these hurdles, the rules offer long-term benefits by promoting a safer and more trusted gambling ecosystem in Brazil.

Brazil’s decision to enforce betting advertising restrictions reflects a strong commitment to responsible gaming practices and minor protection. As operators prepare for the market launch in January 2025, compliance with these rules will be crucial for fostering trust and ensuring long-term success.

By implementing immediate safeguards and adopting a phased approach, Brazil positions itself as a leader in balancing industry growth with social responsibility. Operators, regulators, and advertisers must collaborate to create a gambling environment that benefits all stakeholders while protecting the most vulnerable.

The next few months will be pivotal in shaping Brazil’s gambling landscape, setting the stage for a regulated market built on transparency and trust.