Brazil’s National Advertising Self-Regulation Council (CONAR) has introduced a revised framework for betting advertising, adding new restrictions aimed at protecting children and adolescents while increasing accountability for operators, influencers and affiliates involved in promotional activities.
The changes were approved by CONAR’s Content Council on 27 August and published the following day through an update to Annex X of the Brazilian Code of Advertising Self-Regulation (pdf). Alongside the revised annex, the organization also released a Self-Regulatory Framework for Betting Advertising and a checklist focused on safeguarding younger audiences.
The latest measures arrive as betting advertising continues to attract scrutiny in Brazil, where concerns about consumer protection and the visibility of gambling-related content have become part of a broader public discussion.
CONAR president Eduardo Simon addressed the issue, stating: “Betting activity has been taking center stage in public debate, especially due to concerns regarding its individual and collective impacts and demands for stricter restrictions on advertising and the sector’s activities.”
He also linked the changes to requests from government authorities. According to Simon, cited by iGaming Brazil, “The new rules and the Self-Regulation Framework address concerns regarding the impacts of the activity and also serve as a response to the call from public authorities—notably the Ministry of Finance’s Secretariat of Prizes and Betting (SPA/MF) and SECOM’s Secretariat of Digital Policies—for the advertising sector to enhance responsibility in advertising and strengthen protections for consumers and vulnerable groups.”
New Standards Target Youth Exposure and Advertising Content
A major focus of the updated framework is reducing the appeal of betting promotions to minors. CONAR has prohibited the use of visual elements that may strongly attract children and teenagers. Among the examples highlighted are humanized or anthropomorphized animals, which the regulator considers particularly appealing to younger audiences.
Under the revised approach, such content may only appear on operators’ own channels where age-verification mechanisms can be applied.
The rules also tighten requirements regarding individuals featured in advertisements. Anyone shown betting or appearing prominently in a campaign must be at least 21 years old and must also appear to be over that age. Advertisements must continue to be directed exclusively toward adults and are required to display an 18+ warning or symbol.
CONAR also reinforced restrictions on how betting products can be presented. Advertisements cannot suggest guaranteed success, easy profits or rapid wealth accumulation. Promotional material must not portray betting as a source of income, an investment opportunity or a path to enrichment.
At the same time, responsible gambling warnings will receive greater prominence. The revised resolution requires warning messages to be clearly visible and occupy at least 10% of an advertisement’s size or duration. For formats with limited space or time, approved warning statements include: “The Ministry of Finance warns: Betting is not investing”; “Betting may cause addiction”; and “Betting makes you lose money.”
Greater Oversight of Influencers and Affiliates
The updated framework places additional responsibilities on operators that work with influencers and affiliate marketers.
CONAR is encouraging regular monitoring of promotional activity conducted by these partners and is considering an accreditation program designed to support compliance, training and traceability across the advertising ecosystem. Operators will also be required to maintain records demonstrating due diligence related to influencer and affiliate advertising practices.
The regulator said the revisions reflect lessons learned since betting advertising rules first came into force at the beginning of 2024. According to CONAR, more than 160 proceedings involving betting advertisements have already been opened, while tens of thousands of social media posts have been reviewed.
Simon described the scope of those efforts, stating: “At the same time, the Prevention and Compliance Unit monitored tens of thousands of pieces of content on social media and took action regarding potential irregularities that were identified.”
In a separate statement regarding enforcement activity, he added: “We have so far initiated more than 160 cases involving betting advertising, most of which have already been reviewed by the Ethics Council.”
Partnerships Established to Speed Up Enforcement
Beyond introducing new advertising requirements, CONAR has expanded cooperation with technology companies and public authorities to improve enforcement.
The organization has entered into direct agreements with major digital platforms and agencies linked to Brazil’s Ministry of Justice. These arrangements are intended to create faster reporting channels and facilitate the removal of advertising that is considered misleading or otherwise non-compliant.
The revised Annex X also addresses advertising by unauthorized betting operators. If CONAR identifies promotional activity linked to an operator that lacks authorization from the relevant public authority, it will notify media outlets and platforms and inform the competent authority so that appropriate action can be taken.
Simon emphasized the importance of collaboration in this area, saying: “These milestones of cooperation converge and are decisive in the pursuit of more responsible advertising for the sector.”
The revised provisions will take effect 30 days after publication. CONAR has nevertheless encouraged operators, agencies, affiliates, influencers and other participants in the advertising chain to begin adapting their campaigns immediately.
Crackdown on Illegal Betting Platforms
Brazilian authorities have also intensified action against unlicensed betting operations as the regulated market continues to develop. The Secretariat of Prizes and Betting (SPA) reported that more than 60,000 websites associated with illegal betting platforms have been ordered blocked since the country began implementing its regulated fixed-odds betting framework.
The effort forms part of a wider regulatory strategy aimed at strengthening oversight of the gambling sector and limiting the reach of unauthorized operators. Enforcement measures have expanded alongside growth in the licensed market. According to preliminary figures from the SPA, federally authorized betting operators generated approximately R$37bn in gross gaming revenue during 2025, after accounting for prize payouts and withdrawable bonuses. The figures highlight the scale of Brazil’s regulated betting industry as authorities continue to increase supervision of both licensed advertising practices and illegal market activity.