Brazil's advertising self-regulatory body CONAR has tightened its rules for betting advertising. The changes were approved by the organisation's council on 27 August and published on 28 August as an update to Annex X of the Brazilian Code of Advertising Self-Regulation. The decision follows experience since the first rules were introduced: CONAR has handled over 160 cases on betting advertising and reviewed tens of thousands of social media posts.
The new version introduces additional restrictions on content with strong appeal to children and adolescents. CONAR specifically names 'anthropomorphised animals' among elements that may particularly attract young audiences. Such material is permitted only on operators' own channels where age verification is in place. Advertising must carry an 18+ label, and people shown placing bets or in significant roles must be over 21 and appear their age.
CONAR is strengthening oversight of influencers and affiliates. The framework document provides for regular monitoring of their activity and an accreditation programme to train and enforce compliance across the advertising chain. Operators must keep records of partner vetting.
The updated rules also cover unlicensed operators. If CONAR identifies advertising from a bookmaker without a licence, it will notify media and platforms to stop distribution and inform the regulator. Responsible gambling warnings must now occupy at least 10% of the area or duration of the advertisement. For short formats, abbreviated phrases are permitted: 'The Ministry of Finance warns: betting is not an investment', 'Betting causes addiction', 'Betting leads to loss of money'.
The rules take effect 30 days after publication, but CONAR is calling on operators, agencies and affiliates to implement the changes immediately. The organisation first set rules for the sector in December 2023.
