Brazil Tightens Betting Ads: ABRAJOGO and CONAR Sign New Monitoring Pact

A new wind is blowing for the gaming industry in Brazil as the sector itself increases pressure on dubious advertising practices. The Brazilian Association of International Gaming Operators and Suppliers (ABRAJOGO) has joined forces with the National Advertising Self-Regulation Council (CONAR). The aim of this far-reaching agreement is to massively strengthen the monitoring of advertising rules in the rapidly growing Brazilian betting market. This affects not only classic television spots but directly targets the heart of modern marketing: social media.

The cooperation provides for ABRAJOGO to officially become part of the Brazilian advertising self-regulation system. This is a clever move, as it brings operators directly to the body that sets the ethical guardrails for advertising in the country. Given the rapid transformation of the sector and the increasing volume of advertising, this step is necessary to protect children, adolescents, and people in vulnerable situations from aggressive marketing tactics. This is about far more than just lip service; it is about building a functioning infrastructure for consumer protection.

Numbers and facts

At the heart of the agreement is participation in CONAR's Betting Working Group. ABRAJOGO is now entitled to appoint an official representative and an alternate to this working group. This group plays a central role as it monitors the implementation of rules and submits proposals for revisions. A significant milestone was the drafting of Annex X of the Brazilian Code of Advertising Self-Regulation, which was updated on August 28, 2026. These new guidelines form the foundation for the current partnership.

The inclusion of the entire communication chain is particularly noteworthy. Witoldo Hendrich Júnior, President of ABRAJOGO, made it clear that responsibility must be widely spread. He emphasized that responsible advertising is not just about following rules, but recognizing that every actor in the system has obligations. The agreement also allows for reporting irregularities directly to the Secretariat of Prizes and Betting (SPA/MF). This applies even to operators who do not have official authorization for the regulated Brazilian market, increasing the control pressure on the black market.

"Responsible advertising is not just about following the rules; it's about recognizing that all agents in communication have some obligations that are commensurate with their role." - Witoldo Hendrich Júnior, President of ABRAJOGO

Background

Brazil is currently in a decisive phase of opening its market for sports betting and online gaming. The government is working hard to implement a fully regulated market. The cooperation between CONAR and ABRAJOGO is a response to fears that the market could descend into chaos without strict self-control. Influencers and affiliates have often stood outside the reach of traditional regulatory authorities in the past. Through the new agreement, they are explicitly included in compliance conversations. ABRAJOGO has committed to fully informing all its members, as well as their advertising agencies and partners, about the provisions of the advertising code.

The partnership also includes education programs and the development of monitoring programs for advertisements. Consumers have the opportunity to report violations of advertising guidelines through CONAR's existing channels. This creates transparency and gives the public a tool to identify bad actors in the industry. The fact that researchers and consumer protection organizations could now also be called into the working group shows the desire for a pluralistic perspective on advertising standards.

Why it matters for German players

For German players operating under the State Treaty on Gambling 2021 (GlüStV 2021), the situation in Brazil acts almost like a mirror of local debates. In Germany, advertising for gambling is already extremely strictly regulated by the Joint Gambling Authority of the States (GGL). While Brazil is only now beginning to take a firmer grip on influencers, this has long been a reality in Germany through whitelist requirements and the ban on advertising to minors. German players benefit from a safety net that includes deposit limits of 1,000 euros per month and stake limits of 1 euro per spin on slots.

Nevertheless, the development in South America shows that player protection is gaining global importance. Anyone playing in Germany should strictly look for the LUGAS connection and the OASIS lock file, which are only available with providers holding a GGL license. The Brazilian efforts underline that self-regulation alone is often not enough, but a close interlocking between industry associations and state bodies like the SPA/MF in Brazil or the GGL in Germany is necessary. Promotional promises on social media should always be viewed with skepticism, especially if they come from unlicensed providers.

What it means for GGL-licensed casinos

GGL-licensed casinos in Germany can see the Brazilian move as a confirmation of their own business model. Seriousness and compliance are increasingly becoming a competitive advantage. In Brazil, operators must now bow to the judgment of the advertising council, which strengthens the legal market. For licensed providers in Germany, this means that pressure is growing on international platforms to also adhere to global standards. The cooperation between ABRAJOGO and CONAR proves that international associations are willing to take action against illegal advertising, which in the long run also stabilizes the licensed market in Europe by curbing unfair competition from illegal affiliates.