Brazil’s betting ad market is changing and the new rules could redefine how operators engage with players.
Brazil has introduced a new set of guidelines through IAB Brasil, the Interactive Advertising Bureau’s local arm, to ensure betting advertising is transparent, responsible, and protective of consumers. The move comes after operators spent an estimated R$4 billion on marketing in 2023, making betting one of Brazil’s biggest advertising sectors.
The rules prohibit risky messaging such as quick wealth promises, while requiring responsible slogans like “Bet in moderation.” Agencies must only promote licensed operators, display official licence numbers, and ensure influencers clearly mark content as advertising. Only those aged 21 or older can appear in campaigns, and youth-oriented themes are banned.
These measures aim to shift the industry toward sustainable growth while safeguarding players from harm. With contributions from major agencies, broadcasters, and platforms, this initiative represents a united effort to raise advertising standards in Brazil’s fast-growing iGaming sector.
