IAB Brasil launches a digital advertising guide for online betting

The advancement of online betting regulation — also known as bets — has introduced new legal and ethical requirements for the promotion of this service. Mindful of this scenario, IAB Brasil (Interactive Advertising Bureau) launches today a pioneering guide that consolidates, into 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 boundaries and responsibilities in online betting communication, 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 of 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 objective 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 building campaigns that protect the consumer, strengthen trust in the sector, and contribute to a safer and more transparent digital environment,” states Denise Porto Hruby, CEO of IAB Brasil. 

According to her, regulated advertising serves an educational social function by informing the public about which platforms are safe, regulated, and committed to responsible gambling 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 the use of expressions that suggest compulsion or urgency (“Hurry, it’s your last chance,” for example) or that associate betting with guaranteed financial success, discouraging phrases such as “Turn R$ 10 into R$ 1,000 quickly.” 

“Digital influencers and agencies should adopt an ethical, transparent, and conscientious approach when promoting this type of service. Campaigns on digital media must always be conducted carefully, avoiding any type of 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/