With sports betting regulation in Brazil in effect since January 2025, advertising for this sector has also come under the scope of Brazilian laws.
In December 2023, the National Council for Advertising Self-Regulation (CONAR) published Annex X of the Brazilian Code of Advertising Self-Regulation (CBAP), establishing specific rules for betting operator advertising.
This update was driven by the enactment of Law No. 14.790/2023 (Brazil’s Betting Law), which regulates sports betting in the country and, in Articles 16 and 17, states that betting operators’ marketing initiatives must comply with the guidelines issued by the Ministry of Finance, while encouraging industry self-regulation.
These guidelines were created to ensure transparency, protect the public—especially individuals under 18, and prevent abusive or misleading advertising practices. Through this initiative, CONAR reinforces its role by providing clear parameters for responsible and ethical communication.
Continue reading to understand the new rules and how Control F5 can help your operation comply with them.
What are CONAR’s core principles for sports betting advertising in Brazil?
Annex X establishes five key principles that all betting advertising must follow:
- Advertising disclosure and identification
All advertising content must be clearly recognizable as an ad, avoiding any confusion with editorial or non-sponsored content.
2. Truthfulness and transparency
Published information must be accurate and must not mislead consumers about winning probabilities or the risks involved.
3. Protection of minors
Advertising cannot target individuals under 18 or use elements that could appeal to them, such as children’s characters or celebrities highly popular among that audience.
4. Social responsibility
Campaign content must respect social and cultural values and must not encourage irresponsible, discriminatory, or harmful behavior.
5. Promotion of responsible gaming
Campaigns must include messages that promote responsible gaming and provide access to support channels for players who may face betting-related issues.
6. Mandatory warning clause
All advertising must include a standardized, legible, and highlighted alert message related to responsible gaming. Examples include: “Play responsibly” or “Betting can lead to financial losses.”
What is prohibited in sports betting advertising in Brazil according to CONAR?
In addition to the general principles, CONAR has also defined specific restrictions to prevent misleading or harmful advertising. Here are some of the most important rules:
- Betting cannot be associated with personal or financial success: ads must not imply that betting is a path to wealth or social or professional achievement.
- Excessive or impulsive gaming incentives are forbidden: campaigns must not encourage repeated or impulsive betting or claim that “betting more increases your chances of winning.”
- No messaging suggesting loss recovery: ads cannot insinuate that betting is a way to recover previously lost money.
- Betting is not an employment alternative: ads must not suggest that betting replaces a formal job or provides a stable income.
- No credit or loan offers for betting: ads cannot promote or offer loans, credit, or financial advances to encourage betting.
- No exaggerated emotional appeals: campaigns must avoid exploiting feelings such as anxiety, stress, or personal struggles to drive betting behavior.
These restrictions ensure that betting operators communicate ethically and responsibly, protecting consumers and fostering a safer gaming environment.
How to ensure your advertising complies with CONAR’s rules?
If you operate a betting platform and want to make sure your advertising fully complies with CONAR’s guidelines, Control F5 can help.
As a company specialized in the Gaming market, Control F5 offers a complete marketing services portfolio aligned with CONAR’s advertising standards, enabling your brand to operate safely and credibly in Brazil. The ecosystem includes: branding, market research, events and sponsorships, influencer marketing, affiliate strategies, online and offline media, CRM, content creation, and social media management.
Control F5 builds strategies that connect digital and offline channels, with the goal of turning your brand into a fan-favorite. The company operates across all stages of the sales funnel, tracking the consumer journey to maximize results and strengthen market presence.
Don’t take risks. Reach out to Control F5 and secure best-in-class support to align your advertising with the market’s new regulatory standards.
