Brazil’s CONAR approves self-regulation rules for betting advertising

Shirley Pulis Xerxen January 8, 2024

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Brazil’s CONAR approves self-regulation rules for betting advertising

The National Council for Advertising Self-Regulation (CONAR) in Brazil has officially approved ‘Annex X,’ a comprehensive set of self-regulation rules for betting advertising, divided into five key sections. The Annex aims to establish a clear set of rules and enforcement actions and support the shared goal of promoting socially responsible betting advertising. After extensive discussions since August 2023, these rules are set to be enforced from the 31st of this month.

The first key section of the Annex emphasizes transparency, requiring clear disclosure of the commercial nature and identification of the person/entity responsible for the offer. Authorization details must be provided to ensure the legitimacy of offers from licensed companies.

Another principle establishes guidelines for media presentation and advertising content. It explicitly prohibits

misleading information regarding odds,
suggesting that higher bets increase chances of winning, and
misleading consumers about their control over results.

Another key section provides detailed rules on presenting the nature and potential outcomes of advertised activities, aiming to inform consumers accurately and prevent deception. Promises of winnings, specific results, and misleading information about the probability and risks of betting are strictly prohibited.

In the ‘Principle of Protection of Children and Adolescents,’ the Annex introduces restrictions on content and targeting in advertising to safeguard minors. Requirements include inserting an “18+” symbol or a warning for those under 18 and ensuring that ad models look over 21 years of age.

The document also addresses social media advertising, emphasizing age restrictions on influencer profiles and compliance with content generated by third parties. Betting ads on social networks are restricted to influencers whose majority audience comprises adults.

Finally, the ‘Principles of Social Responsibility and Responsible Gaming’ consider both financial and psychological impacts on consumers. The rules prohibit encouraging irresponsible behaviour in gambling and include warnings about potential financial losses and psychological harm.

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