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Google announced a serious update to the advertising policy for sports betting and online gaming in Brazil, due to the growing market and concerns about consumer protection. This updated policy, which will be in effect from January 1, 2025, states that only those operators who have received a license from the Brazilian Ministry of Finance can advertise through Google’s platforms.
Overview of New Advertising Policy
That is, among others, that all the advertisers involved in online sports betting and fixed-odds games should be licensed by the Ministry of Finance starting on December 19, 2024. This would be part of the general effort in Brazil to ensure that the country has a regulated and transparent betting environment. The new policy aims to leave room for licensed operators only, so that those who follow the provided regulations by the Secretariat of Prizes and Betting-SPA can promote their services via Google Ads.
In the announcement, it has been mentioned that “If you do not hold a valid license from the Brazilian Ministry of Finance, you must cease advertising with us from 1 January 2025 and your certification will be invalidated.” The move is considered a significant step in combating illegal gambling activities that have recently grown.
Implications for Operators
The operators currently active on Google’s ad networks will have to act instantly to implement these requirements. While earlier they were approved when they had licenses in their pending status, they shall now be required to furnish a definitive license to continue with Google. Moreover, all operators are to register through the Google platform for valid certification before the due date.
The move was in line with Brazil’s new regulatory framework announced for sports betting and online gambling in September 2024. Its strict policies prohibit gambling by minors, among other things, to ensure responsible gambling is enforced. Such regulations actually serve to protect consumers, SPA points out, while ensuring that only authorised operators can operate on the market.
Compliance Timeline
The timeline for compliance is, therefore, everything. By the end of 2024, for instance, advertisers must have obtained their licenses to continue their advertising into the New Year. The transition period provided allows companies who have requested authorization to continue operating up until December 31, 2024. However, beginning on January 1, 2025, every operator without a license may not advertise on Google.
Broader Context
This latest development is part of a series of changes in Brazilian regulations aimed at a better regulated betting market.The “bet.br” domain is forced for operators, and enormous licensing fees have been placed upon the approved companies by the Brazilian government.This mirrors an increased awareness for regulation in an expanding online gambling sector.
Whereas the decision of Google to restrict advertisements to licensed operators is in line with governmental policy, it also underlines Google’s responsible advertising practices. By maintaining such requirements, Google is not only reducing illegal gambling but also protecting the customers from unregulated operators.
source: yogonet.com
