To Ban or not to Ban: the debate on advertising

Recent controversies surrounding advertising in the Brazilian sports world raise questions about integrity and responsible play.

How will federal and state regulators respond to a sudden wave of sports betting announcements?

How can operators take advantage of alternative marketing channels and strategies to target their audiences without causing adverse reactions and without creating “excess advertising”?

The panel titled "Regulation Advertising in the new paradigm of sports betting" served as the platform for discussing and debating all these subjects.

The Speakers of the debate Conference were:

Paula Young: Head of Commercial Activations & International Relations, SAF Botafogo

Cassio Filter: Brazil Country Manager, KTO Group

Angelo Alberoni: Country Manager Brazil, Novibet

Julyana Simoes: Panregional Sales Manager, Futbol Sites

During this conference, the conversation highlighted various perspectives on the influence of advertising and the possible need for recent Brazilian regulation to address its impact on vulnerable populations. The mediator opened the space for discussion when he asked: "It is interesting to know, how you see the possibility of a ban?

Julyana Simoes, began by responding and emphasising the need for clear regulation to address the influence of advertising, particularly in associating happiness or satisfaction with gambling: "Imagine an experience where every day I can be like this: I played, I won, other days I played, I won, I played, I won; then, what the user probably interprets is that they play and win". Julyana refers to the fact that 29% of the population that is ignorant about gambling, meaning that they are unaware of its risks, decode that they play and win, and that is what the advertising sector wants. For this reason, she stresses the importance of responsible advertising when targeting vulnerable populations: "we have to be more careful, more responsible with this issue. Undoubtedly, the regulations help this. I think the way forward is a 100% ban.

Another point of discussion revolved around the possibility of implementing a ban on advertising by athletes. So, while some advocated for a complete ban, others, like Paula Young, argued for a more nuanced approach, emphasizing education over restriction: “I don't think banning is ever the solution. I think education is the first thing we have to do”. And then, she added: “I don't see any need to limit it. But in a certain way, when we have a market that isn't yet mature, you limit it or you protect the player, you don't let him be exposed to a situation that will suddenly damage his image and possibly the image of the team”.

The debate also touched on the global landscape, with reference to England's ban on football athletes advertising gambling platforms. The comparison prompted reflections on potential measures to be adopted in Brazil to address similar concerns.

Overall, the panel highlighted the complexities surrounding advertising regulation in the sports betting industry and underscored the importance of striking a balance between promoting responsible gambling practices and allowing for legitimate advertising opportunities within the industry. The discussion shed light on the need for ongoing dialogue and collaboration to navigate these challenges effectively in the Brazilian context.