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The National Advertising Self-Regulation Council (Conar) and the Brazilian Association of International Gaming Operators and Suppliers (ABRAJOGO) have signed an agreement to reinforce cooperation in the monitoring of advertising rules in the betting market in Brazil.
The agreement solidifies ABRAJOGO’s inclusion in the Brazilian Advertising Self-Regulation System and promotes joint efforts in areas of legal, regulatory and ethical compliance and consumer protection. The campaign is in response to recent revisions to Conar’s advertising guidelines for betting.
ABRAJOGO Joins Conar’s Betting Working Group
Under the agreement, ABRAJOGO will be able to appoint a representative and an alternate to participate in Conar’s Betting Working Group. The group keeps an eye on the implementation of the rules on advertising and may comment on the proposals for the revision of the rules in the field and participate in the preparation of resolutions, guidance documents and technical notes.
ABRAJOGO believes that other industry organisations, specialists, researchers, and consumer protection organisations could also be called into the working group. The purpose of this structure is to widen the focus of advertising standards and help to ensure the self-regulatory process reflects a variety of viewpoints.
The partnership may also extend its monitoring and educational efforts in light of Brazil’s ongoing implementation of a regulated betting market. The deal brings industry closer to the body that makes rules for advertising self-regulation.
Affiliates and Influencers Included in the Framework
The agreement also covers digital influencers and affiliates in the promotion of betting operators and products. ABRAJOGO has agreed to inform its members, advertising agencies and their affiliates, influencers and those who participate in the communications chain about the Brazilian Advertising Self-Regulation Code and its provisions regarding betting.
The responsibility for betting advertising should be spread throughout the communication chain, according to ABRAJOGO President Witoldo Hendrich Júnior. Responsible advertising is not just about following the rules; it’s about recognizing that all agents in communication have some obligations that are commensurate with their role, he said.
The agreement is aimed at increasing guidance and monitoring systems and to move self-regulation closer to the realities of the betting market, according to Hendrich Júnior.
Monitoring and Consumer Complaints
The partnership also includes education programmes as well as the possibility for the development of an advertising monitoring programme and regular assessments by the Betting Working Group. Additionally, consumers can report issues with betting advertisements by using Conar’s current channel.
The framework aims to establish further opportunities for detecting possible infringements and fostering a higher level of awareness of advertising commitments of companies and promotional partners. Therefore, affiliates and influencers will be part of the larger compliance conversation and not subject to a conversation all on their own.
Cooperation with Government Authorities
The agreement also provides communication channels with the Secretariat of Prizes and Betting (SPA/MF) and other government agencies. ABRAJOGO and Conar can report advertising irregularities which appeared in ads they notice, even if there is no authorization for the operator to take part in the regulated market in Brazil.
The programme provides industry-led regulatory oversight over Brazil’s overall betting regulations. Given the ongoing evolution of the advertising rules, self-regulatory bodies, operators and public authorities should consider cooperating in monitoring adherence in traditional media, digital, affiliates and influencers.
Source: SBC Noticias
