The regulation of sports betting in Brazil, which was finalized with the enactment of Law 14.790/2023 and the creation of specific regulations, is creating a new scenario for affiliate marketing in the sector. In this article, Natalia Nogues, CEO of Control F5, talks about the impacts of this on the right strategies and the challenges that operators may face without adequate support for their actions.
The new regulatory scenario and the opportunities for affiliate marketing
The regulation introduced mandatory licensing for betting platforms, requiring them to operate within a clear and secure legal framework. This way, the trust of bettors increases, also establishing a compliance standard that companies must follow to remain competitive. The need for transparency in operations, such as the clear disclosure of odds and promotions, creates an environment where affiliate marketing must adapt to communicate this information effectively to its audience.
However, the context of the new regulation opens up various opportunities for affiliate marketing:
Attraction of investments
With the regulation, a significant tax collection is expected, which could reach R$ 10 billion in the first year. This attracts foreign investments and increases competitiveness among operators. For affiliates, there is now an opportunity to promote platforms that comply with the new norms, highlighting their legitimacy and safety.
Innovation in strategies
The regulation can also boost innovation in marketing strategies. With a more structured market, operators can invest in more sophisticated and targeted campaigns, using data to better segment their target audience.
Affiliates play an essential role in communicating these innovations and in educating bettors about the new offers available.
After the change in legislation that prohibited the offer of advances, bonuses, or prior advantages, whether for promotion, disclosure, or advertising, to encourage betting, affiliates will need to use their creativity to the fullest to promote betting houses.
What are the challenges to be faced?
Although the new scenario brings doubts for operators, it is an opportunity to conquer a more transparent and responsible advertising model for consumers.
Other markets have already successfully undergone advertising changes, such as the case of the industries of children's products, alcoholic beverages, and tobacco. Today, these sectors have special regulations and maintain creativity and responsibility as differentials in their businesses.
The advertising restrictions, such as the prohibition of messages that present betting as a way to get rich quick or that encourage irresponsible behavior, require affiliates to be more creative and responsible in their approaches. It is essential that campaigns respect these guidelines to avoid penalties.
In addition, strict control over responsible gaming practices imposes on operators and affiliates the need to educate bettors about the risks associated with betting. Promoting responsible gaming is not just a legal obligation; it is a strategy that can strengthen the reputation of brands and increase the loyalty of bettors.
If your company wants to stand out in this transforming market, Control F5 offers specialized consulting in marketing, compliance, technology, and much more.
We are ready to help your company succeed even with the complexities of the new legislation and maximize your potential in the betting sector. Contact us and discover our affiliate solution.
Natalia Nogues
CEO of Control F5
