The advancement of the regulation of online betting — also known as bets — brought new legal and ethical requirements for the advertising of this service. Aware of this scenario, the IAB Brazil (Interactive Advertising Bureau) today launches a unique guide that consolidates, in a single document, the rules, guidelines, and best practices for digital campaigns in the sector.
The material was developed to guide agencies, influencers, and advertisers on the limits and responsibilities in the communication of online betting, ensuring compliance with the regulation of the SPA (Prizes and Betting Secretary) and with the guidelines of Conar (National Council for Self-Regulation Advertising).
With this initiative, IAB Brazil reinforces its role in promoting education, compliance, and ethics in the digital ecosystem, offering the market a practical tool to guide campaigns and protect consumers.
“Digital advertising is a powerful communication tool but requires responsibility. The goal of this guide is to offer the market a reference material that combines clarity, applicability, and regulatory alignment. By consolidating best practices and reinforcing ethical principles, we aim to support advertisers, agencies, and influencers in building campaigns that protect consumers, strengthen trust in the sector, and contribute to a safer and more transparent digital environment,” says Denise Porto Hruby, CEO of IAB Brazil.
According to her, regulated advertising fulfills an educational social function by informing the public about which platforms are safe, monitored, and committed to responsible gambling policies, as well as playing a significant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers.
Alerts
One of the recommendations from the guide is that betting advertising should avoid using expressions that suggest compulsion or urgency (“Hurry, it’s your last chance,” for example) or that associate betting with guaranteed financial success, discouraging phrases like “Turn R$ 10 into R$ 1,000 quickly.”
“Digital influencers and agencies should adopt an ethical, transparent, and conscious approach when promoting this type of service. Campaigns in digital media should always be done carefully, avoiding any misleading appeals or encouragement to risky behavior, whether financial or mental,” the document emphasizes.
The digital advertising guide for online betting is now available for download on the official IAB Brazil website: https://iabbrasil.com.br/guia-da-publicidade-digital-para-apostas/
