The advancement of online betting regulation — also known as bets — has brought new legal and ethical requirements for the promotion of this service. Aware of this scenario, IAB Brasil (Interactive Advertising Bureau) launches today an unprecedented 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 communicating online betting, ensuring compliance with the regulation of SPA (Secretaria de Prêmios e Apostas) and the guidelines of Conar (Conselho Nacional de Autorregulamentação Publicitária).
With this initiative, IAB Brasil 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 provide the market with 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 creating 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 Brasil.
According to her, regulated advertising fulfills an educational social function by informing the public about which platforms are safe, monitored, and committed to responsible gaming policies, in addition to playing a relevant role in building trustworthy brands that generate credibility and reduce the appeal of irregular offers.
Warnings
One of the guide’s recommendations is that betting advertising avoid using expressions that suggest compulsion or urgency (“Hurry, it’s your last chance,” for example) or 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 on digital media should always be conducted carefully, avoiding any misleading appeal or encouragement of risky behavior, whether financial or mental,” emphasizes the document.
The digital advertising guide for online betting is now available for download on the official IAB Brasil website: https://iabbrasil.com.br/guia-da-publicidade-digital-para-apostas/
