IAB Brasil (Interactive Advertising Bureau) has launched a guide for digital advertising in the sports betting and online gaming sector, underpinning the maturing of the market.
The document puts forward rules and best practices for responsible communication on online betting platforms. The initiative addresses the legal and ethical requirements that have emerged with the regulation of the sector in Brazil.
It was developed to guide agencies, digital influencers, and advertisers by establishing limits for the promotion of betting platforms. The guide aims to ensure that campaigns comply with the regulations of the Prizes and Betting Secretariat (SPA) and the guidelines of the National Council for Advertising Self-Regulation (CONAR) – especially Annex X, which was created to set boundaries for the sector.
The publication reinforces IAB Brasil’s role in promoting best practices in the digital environment, and Denise Porto, CEO of IAB Brasil, highlighted the social role of regulated advertising.
“Regulated advertising plays an educational social role by informing the public about which platforms are safe and supervised,” she said. According to Porto, advertising helps build trustworthy brands that generate credibility and reduce the appeal of unregulated offers.
The guide consolidates the main legal and self-regulatory rules and guidelines applicable to betting advertising into a single document, highlighting points such as identification and transparency in advertising campaigns, licensing and compliance of operators, protection of minors and vulnerable groups, responsibility and prevention of reputational risks, and best practices for influencers and content creators.
Available for free download on the IAB website, the guide ensures broad access for all professionals working with advertising in the online betting sector.
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