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The Brazilian Advertising Self-Regulation Code (CONAR) has announced new guidelines for betting ads and enhanced compliance duties for the entire sector, with changes to Annex “X”.
The Content Council on Thursday, 27th August, approved a new Self-Regulation Framework for Betting Advertising and reached the decision. The concept emphasizes consumer protection, responsible gaming, and protections for vulnerable groups like children and young people.
New Framework Expands Advertising Oversight
The new framework has been elaborated by the Betting Working Group (GT Apostas) of CONAR and is based on the input of the industry and the consultation with relevant authorities. Announced decisions of the CONAR Ethics Council based on hundreds of consumer submissions made under the old “X” version were also taken into account.
The revised rules include provisions for protection measures found in the international advertising rules, and provide guidance on illegal betting websites, influencers and affiliates, responsible gambling and advertising targeting only adults.
One of the primary changes is to illegal operators. The framework broadens regulation intended to identify, eliminate, prevent and discourage ads that promote illegal gambling sites.
New Requirements for Influencers and Affiliates
CONAR is also enhancing the control of influencer and affiliate marketing. The plan is to establish an accreditation program for influencers wanting to run betting campaigns, adding another compliance layer to this vital advertising channel.
Trusted influencers’ content will also be monitored. The framework also offers a new range of CONAR Ethics Council decisions relating to advertising appeals that are deemed not to be in line with responsible gambling concepts.
The mandatory warnings will also be given more prominence, as defined by the Ministry of Finance in Brazil with the Ordinance No. 1,964/2026 of the SPA/MF.
Additional Protection for Children and Adolescents
Another key component of the new regulations is child and adolescent protection. To minimize the potential for children to be exposed to betting advertising and to deter the use of elements commonly found in children’s media and culture, CONAR has developed a dedicated checklist.
It particularly references humanised animals as one such type of imagery that might be more likely to expose minors to any betting-related content. These are therefore only recommended for operators’ own services, with age selection mechanisms – sometimes referred to as age gating.
There are also tips for designating messages as being for adults in the checklist. Its aim is to minimise the potential effect of advertising gambling on younger people.
Full Rules Set for Publication
The full updated Annex “X” will be published on Friday, August 28th. CONAR also looks forward to releasing the Self-Regulation Framework for Betting Advertising and the Checklist for Child and Adolescent Protection in Betting Advertising.
The adjustments are part of Brazil’s current response to betting advertising, especially in the context of the growing importance of influencer marketing, illegal operators, and responsible gambling. New accreditation and monitoring systems potentially could also create accountability for digital advertising campaigns.
It was approved by the Content Council of CONAR, under the leadership of its president Eduardo Simon, and participated in by the council members and the technical staff of the organization. The framework now sets out a more detailed approach to self-regulation in relation to advertising connected to betting.
Source: iGaming Brasil
