IAB Brazil launches a digital advertising guide for online betting

The advancement of online betting regulation & betting also known as betas ^^^Attentive to this scenario, the IAB Brasil (Interactive Advertising Bureau) today launches an unprecedented guide that consolidates, in a single document, the rules, guidelines and good practices for digital campaigns in the sector.

The material was designed to guide agencies, influencers and advertisers on the limits and responsibilities in communicating online betting, ensuring compliance with the regulations of the SPA (Secretariat of Prizes and Bets) and with the guidelines of Conar (National Council for Advertising Self-Regulation).

With this initiative, IAB Brazil 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. 

“A digital advertising is a powerful communication tool, but it requires responsibility. The purpose of this guide is to offer the market a reference material that unites clarity, applicability and regulatory alignment. By consolidating good practices and reinforcing ethical principles, we want 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”, says Denise Porto Hruby, CEO of IAB Brazil. 

Regulated advertising fulfills an educational social function by informing the public about which platforms are safe, vetted and committed to responsible gambling policies, and plays a relevant role in building trusted brands that generate credibility and reduce the appeal of irregular offers. 

Alerts

One of the recommendations of the guide is that bet advertising avoid the use of expressions that suggest compulsion or urgency (“Corra, is your last chance”, for example) or that associate betting with guaranteed financial success, discouraging phrases like “Transform R$ 10 into R$ 1,000 quickly”. 

“Digital influencers and agencies should take an ethical, transparent and conscious approach when promoting this type of service. Campaigns in digital media should always be done carefully, avoiding any kind of misleading appeal or incentive to risky behavior, whether financial or mental”, the document highlights. 

The digital advertising guide for online betting is now available for download on the official website of IAB Brazil: https://iabbrasil.com.br/guia-da-publicidade-digital-para-apostas/