Brazil’s CONAR tightens betting advertising rules

Brazil’s advertising self-regulatory body CONAR has tightened its rules for betting advertising, introducing stronger protections for children and adolescents and increasing compliance responsibilities for influencers, affiliates and betting operators.

The changes were approved by CONAR’s Content Council on 27 August and published on 28 August as an update to Annex X of the Brazilian Code of Advertising Self-Regulation.

CONAR also released a new Self-Regulatory Framework for Betting Advertising and a checklist on protecting children and adolescents.

CONAR said the revision was based on its experience since the original betting-advertising rules were introduced, including more than 160 proceedings involving betting advertising and the monitoring of tens of thousands of social-media posts.

The new framework introduces additional restrictions on content with a strong appeal to children and adolescents. CONAR specifically identifies “humanised animals” among elements that may particularly appeal to younger audiences, stating that such material should be confined to operators’ own channels, where age-gating mechanisms can be applied.

The rules also reinforce requirements intended to ensure betting advertising is aimed at adults and to minimise children’s and adolescents’ exposure. Advertisements must carry an 18+ symbol or warning, while individuals shown betting or appearing in a significant or prominent role must be, and appear to be, over 21.

CONAR is also increasing oversight of influencers and affiliates. The framework encourages regular monitoring of their advertising activity and envisages an accreditation programme that could support training, traceability and compliance across the advertising chain. Annex X requires operators to retain records of their due-diligence measures in relation to influencer and affiliate advertising.

The revised rules also address advertising by unauthorised betting operators. Where CONAR identifies advertising from an operator not authorised by the competent public authority, Annex X states that it will notify the relevant media outlets and platforms to take appropriate steps to halt its dissemination, while also informing the authority.

The presentation of responsible-gambling warnings is also being strengthened. The new Resolution requires warnings to be clear, legible and prominent, with a minimum size or length equivalent to 10% of the advertisement.

CONAR said the revision would increase the prominence of gambling-impact phrases required under Ministry of Finance rules. For certain time- or space-limited formats, permitted shortened messages include: “The Ministry of Finance warns: Betting is not investing”; “Betting may cause addiction”; and “Betting makes you lose money.”

CONAR said the original Annex X principles have been maintained and reinforced. Betting advertising must remain clearly identifiable, truthful and must not promise guaranteed winnings or portray betting as a means of enrichment, investment or income. Advertising aimed at minors remains prohibited.

The revised provisions will enter into force 30 days after publication, although CONAR has urged operators, agencies, influencers, affiliates and other industry participants to begin implementing the changes immediately.

CONAR established its first rules for advertising in the segment in December 2023, with effect from the start of 2024. Since then, it said it has sought to ensure that advertisements observe principles of information, responsibility, risk prevention and protection of vulnerable audiences.