CONAR reinforces advertising restrictions in the betting market

Starting September 27, Brazil’s betting advertising rules will become even stricter. The Brazilian Advertising Self-Regulation Council (CONAR) has approved updated guidelines that, in short, increase obligations regarding warnings, influencer accountability, and the protection of children and adolescents.

The new rules apply to the entire advertising chain: agencies, influencers, affiliates, “ambassadors,” partners, and others involved in promoting betting. Upon detecting ads from unauthorized operators, CONAR will notify media outlets, platforms, and the competent public authority to suspend their distribution. Operators are advised to assess whether their advertising and contractual practices align with the new guidelines.

REGULATORY CONTEXT

On August 27, CONAR’s Content Council approved the update to Content Council Resolution No. 01/2026 and Annex X of the Brazilian Code of Advertising Self-Regulation (CBAP) — with a new Self-Regulation Framework for Betting Advertising. The new provisions will take effect on September 27, 2026.

Annex X has been in force since 2024. It sets out advertising guidelines for the betting sector in Brazil. This update builds upon the technical cooperation agreement signed in September 2025 between CONAR and the Ministry of Finance’s Secretariat for Prizes and Betting (SPA/MF), which established a communication channel to address irregular betting advertisements.

WHAT CHANGES FOR THE BETTING MARKET?

Countering illegal websites

The new framework broadens mechanisms for detecting, removing, preventing, and deterring ads from unauthorized operators. Planned initiatives include new reporting channels, coordinated efforts with platforms to remove irregular ads more quickly, and the ability to suspend accounts and profiles of repeat offenders.

Warning clauses

Previously, advertisers could choose from ten warning messages listed in Annex X. The update limits this option to the three alternatives standardized by federal regulations:^[1]

• “Ministry of Finance warns: Gambling can lead to addiction”
• “Gambling makes you lose money”
• “Gambling is not an investment”

A shortened version of the warnings is allowed for brief formats, such as 15-second radio ads or SMS messages.

In addition, the warnings must meet technical requirements:

• Be displayed horizontally, with legible and proportionate text.
• Occupy at least 10% of the ad’s length or size.
• Be prominently displayed in a banner or rectangle, with a contrasting background and in the foreground, before prompts such as “find out more.”

The list of exemptions from the rules has also been shortened. Warnings are waived only for sponsorship announcements that are limited to the brand or slogan and contain no promotional content, gambling incentives, links, or QR codes. This exemption does not apply to signs and screens in arenas with dedicated advertising time, and the warning remains mandatory on operators’ official websites, apps, and channels.

Influencer and affiliate ads

Advertisers must ensure these ads are compliant and document all measures taken to oversee this issue (item 7 of Annex X). The framework also proposes a mandatory accreditation program for influencers and affiliates that includes training, certification, public listing, and graduated sanctions for noncompliance.

For operators, exclusively hiring accredited professionals and overseeing campaign contracts can help demonstrate good faith and due diligence.

Responsible gambling

As a benchmark for responsible campaigns, CONAR will provide an updated collection of Ethics Council decisions on practices that have already been prohibited. These include advertisements that encourage the habit of betting, suggest ways to recover losses, or link betting to personal success.

Protecting children and adolescents

Protection for children and adolescents was strengthened through a specific checklist. Elements that strongly appeal to children and adolescents, such as characters, mascots, and humanized animals, must be restricted to the operators’ own channels and subject to age-gating mechanisms.

The checklist also details media planning measures, campaign segmentation, and a record of the steps adopted to ensure advertising is targeted to an adult audience.

Our interdisciplinary team, specialized in the gaming and betting market, is available to provide further clarification and advice on adapting to the new rules.

^[1] SPA/MF Ordinance No. 1.231/24, as amended by SPA/MF Ordinance 1.964/26.