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The Brazilian government has intensified the battle against illegal bookmakers, and its latest move is a powerful alliance with some of the world’s largest technology companies. Under a July cooperation agreement signed between the Secretariat of Prizes and Betting (SPA) and the Brazil Digital Council, an association that speaks on behalf of “big techs” in Brazil, platforms are now obligated to delete online advertisements for unlicensed betting operators if they are informed by the Ministry of Finance.
Targeting Illegal Betting Through Online Advertising
Illegal betting sites, according to officials, have heavily relied on online marketing to access more individuals. Search engines, social networks, and influencer links are some of the most effective ways to access new consumers. Focusing on these as the target of enforcement, the government is of the view that it will go a long way in silencing the visibility and power of unauthorized betting websites.
SPA Secretary Regis Dudena emphasized that only operators with national authorisation and the extension “.bet.br” are allowed to advertise and be legal in Brazil. Any site without this extension is illegal.
“Click-based advertising on social media and search engines is the most efficient for signing up new bettors“, Dudena added. “That is why we are concentrating efforts with the collaboration of the digital platforms themselves.”
A Specialized Channel for Content Removal
While the previous legal framework allowed the Ministry of Finance to warn companies about illegal adverts, the new accord sets out a more formal procedure. The giant technology companies have created a “dedicated channel” where the SPA can call for content removal.
Such a channel could be in the shape of an online reporting system or a specific email channel to the responsible teams within each of these companies. The aim is to have faster response and improved communication between regulators and online platforms.
“Having a specific tool or email ensures these requests are sent to the right people quickly“, Dudena explained.
Proactive Action From Platforms
The agreement also encourages technology companies to voluntarily take down illicit betting content without awaiting official notice. Since the SPA publishes a list of all licensed operators, sites can take advertisements from unlicensed companies more easily.
Although not mandatory, Dudena said that automated removal and detection would be “relatively simple” to implement. However, the system is still cooperative, depending on voluntary compliance rather than mandates.
Difficulties in Defining Illicit Content
While the system works, it is not challenge-free. It is not always clear-cut what would be considered illegal advertising. Whereas clearly unauthorized operators’ advertising is straightforward to classify, other cases are in a middle ground that must be examined further.
The SPA will implement a “gradient of content” removal categorization scheme, ranging from clearly illegal ads to questionable ones. This will help regulators and tech companies develop predictable and transparent removal standards.
Protecting Fragile Audiences
Aside from regulating the market, the alliance would also protect fragile audiences, children. The Brazil Digital Council highlighted that the agreement strengthens compliance with the law regulating the protection of children and adolescents online.
By limiting access to illicit gambling advertising, the government is looking to reduce underage gambling opportunities and ensure that only regulated, safer alternatives reach Brazilian consumers.
A Step Toward Increased Market Integrity
The cooperation with leading techs is an important milestone in Brazil’s struggle to rein in the rapidly expanding betting market. Through combating illegal promotion at its digital root, officials hope to keep in check the growth of unlicensed operators and strengthen confidence in the regulated segment.
With the growth of the betting sector in Brazil, the partnership between the SPA and tech companies indicates that there must be a concerted effort to create a safer and more transparent online environment. The ultimate success of this business will then depend on how effectively both sides are able to balance enforcement, cooperation, and transparency in fighting illegal betting.
Source: BNL Data
