The goal is to ensure that only companies genuinely committed to the standards and authorized by the Secretary of Awards and Betting are advertised.
Brazil.- Google announced its new policy on advertising sports betting and online gaming in Brazil. The tech giant determined that only companies with a government license can advertise on the platform. The goal is to ensure that only companies genuinely committed to the standards and authorized by the Secretary of Awards and Betting (SPA) of the Ministry of Finance are advertised.
According to the update published by the Google Ads team, the changes aim to ensure that only duly authorized advertisers can promote online sports betting and fixed-odds games in the country.
"As of January 1, 2025, all advertisers offering online sports betting and fixed-odds games in Brazil must provide a valid license from the Ministry of Finance to maintain their certification for online gambling," the company's statement explained.
Google's new policy determines that in addition to having an operating license issued by the Secretary of Awards and Betting (SPA) of the Ministry of Finance, companies must register on the platform to obtain a valid Google certification to continue advertising.
"If you were previously approved based on a pending license, you must now submit your final license. If you do not have a valid license from the Ministry of Finance of Brazil, you must stop advertising with us as of January 1, 2025, and your certification will be revoked in January," the company's statement reads.
Earlier this month of December, the SPA issued Ordinance No. 1,902 on the immediate application of the advertising provisions set forth in Ordinance No. 1,231, which establishes rules and guidelines for communication actions and responsible gaming, advertising and marketing, and regulates the rights and duties of bettors and agents operating fixed-odds betting or sports betting.
The Secretary of Awards and Betting of the Ministry of Finance, Regis Dudena, signs the regulation, determined by the preliminary decision issued in the Direct Actions of Unconstitutionality (ADI 7721 and ADI 7723) signed by Minister Luiz Fux and confirmed unanimously by the other ministers of the Federal Supreme Court Ministry, which determined the immediate application of precautionary measures imposing significant restrictions on counterparty betting advertising in Brazil.
The regulation defines the immediate application of sections XVI, XVII, XVIII, and XIX of Article 12, which establish the prohibition of communication actions, advertising, and marketing of fixed-odds lottery betting, targeted at children or adolescents or having this audience as their target audience; to be broadcast in media or programs where minors under eighteen constitute the main audience or on an electronic website with a profile of an audience under eighteen; use images of children and adolescents or elements particularly attractive to minors under eighteen; and associate betting with cultural activities for children and adolescents.
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Another provision that comes into immediate effect is that all communication, advertising, and marketing actions of betting operators, including any type of piece, material, or insertion, even in a digital environment, must display the age restriction warning, with the symbol "18+", or a warning of "prohibited for minors under 18 years".
In actions where it appears as a sponsor, without prejudice to the other provisions of this Ordinance on communication, advertising, and marketing of fixed-odds betting, the betting operator must refrain from sponsoring children or adolescents; seek to influence or encourage children or adolescents to bet; sponsor events primarily aimed at children or adolescents; and sponsor youth or children's teams.
