Brazil's CONAR Tightens Rules for Betting Advertising

^{Brazil's advertising self-regulatory body has revised its rules for betting advertising, adding tougher child-protection measures. (Photo: Sao Paulo skyline / Wikimedia Commons)}

Brazil's regulatory response to online betting has continued to evolve, and the country's advertising self-regulatory body has now tightened the rules governing how betting operators, affiliates and influencers can market their products. CONAR's Content Council approved an updated Annex X of the Brazilian Code of Advertising Self-Regulation on 27 August, publishing the revised text a day later alongside a new Self-Regulatory Framework for Betting Advertising and a checklist on protecting children and adolescents.

In the public statement announcing the update, CONAR president Eduardo Simon said betting had "occupied a prominent position in public debate," largely because of concerns about its impact on individuals and communities and the resulting demand for greater restrictions on advertising and on the sector's activities. CONAR said the revision drew on its experience since the original betting-advertising rules took effect at the start of 2024, including more than 160 proceedings involving betting advertising and the monitoring of tens of thousands of social-media posts.

New Limits on Content Aimed at Younger Audiences

The updated framework introduces additional restrictions on advertising content with strong appeal to children and adolescents. CONAR specifically named "humanised animals" as one such element, stating that this kind of material should be confined to operators' own channels, where age-gating tools can be applied.

The rules also reinforce existing requirements meant to keep betting advertising aimed squarely at adults. Adverts must carry an 18+ symbol or warning, and anyone shown betting, or appearing in a prominent role in an ad, must be — and must appear to be — over the age of 21.

Tighter Oversight of Influencers and Affiliates

CONAR is also stepping up scrutiny of influencers and affiliates who promote betting products. The new framework calls for regular monitoring of their advertising activity and floats an accreditation programme that could support training, traceability and compliance across the advertising chain. Under the revised Annex X, operators must retain records of the due-diligence measures they take in relation to influencer and affiliate advertising.

The updated rules also address advertising placed by unauthorised operators. Where CONAR identifies advertising from an operator without authorisation from the competent public authority, Annex X states it will notify the relevant media outlets and platforms so they can take steps to halt the material, while also informing the regulator.

Responsible-gambling warnings are being made more prominent as well. The new resolution requires such warnings to be clear, legible and to occupy a minimum size or length equivalent to 10% of the advertisement. CONAR said this would increase the visibility of gambling-impact phrases already required under Brazil's Ministry of Finance rules, such as "Betting is not investing," "Betting may cause addiction" and "Betting makes you lose money."

Advertising rules for betting vary widely between countries, and CONAR said the core principles of the original Annex X — that betting advertising must be clearly identifiable, truthful, and must never promise guaranteed winnings or portray betting as a form of enrichment or investment — remain in place and have been reinforced. Advertising aimed at minors continues to be prohibited outright.

The revised provisions come into force 30 days after publication, though CONAR has urged operators, agencies, influencers, affiliates and other industry participants to begin applying the changes immediately.