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The explosive expansion of Brazil’s sports betting industry has ignited heated debate over its visibility in the market of advertisements. Influencers, TV hosts, athletes, and sports networks are among those that betting firms have heavily spent on advertising to penetrate the market far and wide. As much as such exposure serves to demarcate legal operators from illegal ones, there are now issues arising over the amount and prominence of such campaigns.
Régis Dudena, Brazil’s Ministry of Finance Secretary of Prizes and Betting (SPA), recently spoke to such concerns in an interview with Folha de São Paulo’s C-Level videocast. He emphasized how crucial advertising is to steer gamblers towards legal domains while reiterating that constraints need to be carefully designed rather than implemented hastily.
Why Restriction Alone May Not Work
Dudena explained that he does not currently support a blanket prohibition on bookmaker advertising. For him, too strict a line would undermine the market and strangle long-term regulation. What he would welcome instead is balanced changes, with the understanding that while some practices should be more heavily regulated, outright prohibition would be in the public interest.
For example, he mentioned the appearance of sportsmen in campaigns. If it becomes clear that the appearance of sportsmen is harmful or undesirable, restrictions could be introduced in a certain sector in such a way. Similarly, the appearance of celebrities in advertisements for gambling brands can be restricted. Dudena, though, underlined that the reforms must be incremental: “What we cannot do is try to do everything at once“, he said.
Legal Certainty and Market Stability
One of the secretary’s main concerns is legal certainty for consumers and businesses alike. Abrupt, sweeping limits could undermine faith in the regulatory system and cause individuals to comply. “It’s a recipe for a regulation that will not stabilize in the long run“, Dudena said. “It does not provide legal security for those who need it, which are the people and the popular economy.”
With this initial stage of Brazil’s regulated betting market, promotion remains a major factor. Exposure guarantees punters are able to recognize authorized operators, which is crucial in reducing access to unauthorized sites. Dudena states the greatest weapon against black operators is not sweeping bans but openness, for example, including formal links that redirect users to authorized sites.
The Role of Regulation and Self-Regulation
Dudena mentioned that Brazil’s current system of regulation already has certain advertising prohibitions. For instance, campaigns are prohibited from misleading consumers to make them think that gambling holds out the promise of wealth, beauty, social advancement, or extra earnings. Instead, gambling must be advertised for what it is: a money-spending business, and not a guaranteed way of making money.
Additionally, the Conselho Nacional de Autorregulamentação Publicitária (Conar) provides guidelines for industry advertising practices. Dudena suggested that the industry and the government may be required to re-refine the regulations in due course, following a “regulatory cycle” model to adapt to market requirements.
Balancing Growth and Responsibility
As Brazil strengthens its gaming market, the challenge will be to balance exposure, consumer safeguarding, and regulatory firmness. Advertising is a double-edged sword: it can drive gamblers to safe, legal websites, but also breed out-of-control exposure if not regulated.
For the moment, Dudena’s stand is a realistic, careful one. Rather than enacting indiscriminate prohibitions, the SPA is interested in incremental, fact-informed changes that reinforce the fight against illicit operators while maintaining stability in the emerging legal market.
Source: iGaming Brasil
