The two state lotteries sent letters to the tech company in order to modify the advertising policy.
Brazil.- The presidents of the State Lottery of Rio de Janeiro (Loterj) and the State Lotteries of Paraná (Lottopar), Hazenclever Cançado and Daniel Romanowski, sent notifications to Google pressing for the company to change its online betting advertising policy.
Currently, Google only accepts ads for betting authorized to operate in the national territory by the Ministry of Finance. This policy was announced in October and implemented from January 1. Cançado and Romanowski, however, do not agree with Google's internal policy. They demand that the platform also accept ads for betting authorized by the state lotteries.
The two sent letters to the company at the end of 2024 demanding a change. Lottopar sent it on December 16 and Loterj on December 20. Cançado even suggested a new wording for Google's policy in his letter while Romanowski threatened to sue the company if it did not start accepting ads for betting authorized by them.
See also: What were the arguments for which the STF dismissed the appeal presented by Loterj
Google states that it does not make regional cuts for this type of advertising and that it reproduces in Brazil a policy similar to that adopted in other countries, of accepting only federal licenses for betting advertising.
“Google supports responsible gambling advertising and complies with local laws and industry standards. To comply with Brazilian legislation, we updated our gambling-related advertising policy in October. As expected, from January 1, only advertisers certified by the Ministry of Finance and with the necessary Google Ads certification will be able to operate on our platforms,” the company told the Brazilian media Poder360.
