Starting from September 30, Google will implement a new directive requiring sports betting platforms (referred to as "betting") to obtain authorization from the Treasury Department. This move reflects Brazil's stricter regulatory measures, aimed at creating a safer and more controlled environment for users.
On September 17, the Treasury Department issued a regulation that establishes rules to curb the operation of non-compliant domestic betting platforms. From October onwards, only companies that have obtained government authorization will be able to continue operating, and this authorization is limited to those companies that are already active and comply with the new regulations.
The core focus of this regulation is to prevent gambling addiction, a problem that has been exacerbated by the popularity of online gaming. In response, Google has announced that it will only allow platforms with specific certifications to place advertisements. This requirement is not limited to sports betting platforms but also includes horse racing and lottery operators, who also need to re-obtain certification to continue advertising. This practice is intended to ensure that only reliable and regulated platforms can reach the public through advertising.
In addition to the new advertising requirements, sports betting platforms will no longer be able to place advertisements after September 30. Meanwhile, the President of the Central Bank of Brazil, Roberto Campos Neto, has expressed concerns about the rising default rates caused by the growth of online gambling. He noted that using electronic wallets such as PIX for gambling-related payments poses additional risks, and many users may be tempted beyond their financial capacity.
Furthermore, the federal government is evaluating measures to prevent beneficiaries of the "Bolsa Família" (Family Allowance) program from using these funds for online gambling. Some measures being considered include blocking welfare cards from being used for such payments or transferring the ownership of the allowance in cases where funds are misused. These measures aim to protect the most vulnerable groups from falling into debt due to gambling.
