The recent regulation of the betting market in Brazil, solidified through Law No. 14,790/2023 and orders from the Secretary of Awards and Bets, introduces new advertising requirements for the industry. Previously more lenient, the marketing efforts in the betting sector are now governed by specific guidelines that focus on consumer protection, deterrence of abusive practices, encouragement of self-regulation, and fostering a responsible and predictable environment.
This legislation targets a specific audience, mandates explicit risk warnings, and bans certain incentives, like welcome bonuses, steering marketing towards greater clarity, fairness, and transparency. By integrating principles from the Consumer Protection Code, these rules aim to better educate the public, removing long-standing stigmas and reinforcing that betting is now under a regulated, auditable, and secure framework. Consequently, marketing transcends its traditional role of customer acquisition to also serve an educational purpose, elucidating the boundaries, securities, and responsibilities tied to responsible gaming.
Another key aspect is the formalization of contractual relationships between betting operators and their affiliates, clearly outlining rights and responsibilities. This regulation makes operators accountable for their affiliates' actions, prompting a more professional approach to marketing and communications, and prompting firms to selectively partner with affiliates and influencers. This shift not only boosts legal certainty but also helps enhance brand reputations, establishing a more ethical, legally compliant corporate image.
Aligning with CONAR standards and adopting practices common in other industries, like alcoholic beverages, this enhances the synergy between public and private interests, fostering market dialogue to create responsible and effective strategies. This process goes beyond compliance to foster sector maturity, positioning advertising as a trusted medium to introduce a regulated product with clear risks and protective measures to the public.
Thus, Brazil's sports betting regulations elevate advertising to a standard where legal support, ethical conduct, and social responsibility are as valued as creative tactics or the potential to draw new gamblers. It supports the development of a more stable and consistent framework where businesses, affiliates, influencers, and consumers operate under transparent and predictable regulations, aiding the sustainable growth of the entire industry. Supported by a strong legal foundation, this framework not only promotes economic growth but also cultivates a more informed public, enhances consumer protection, and solidifies a more trustworthy and equitable market.
