On 1 January 2025, the online gaming and sports betting sector was officially launched in Brazil. In dialogue with Plínio Lemos Jorge, president of the National Association of Gaming and Lotteries (ANJL), we wanted to know his opinion on the impact of the recent regulation in the country. We asked him: ‘How does this regulation position Brazil in the global gaming market and what is the role of ANJL in this new scenario?

The president began by highlighting ‘the benefits of regularisation for companies in the sector, so that their operations have financial transfers, defined by law, reverted to the public good, through resources to the State’.

He explained that ‘in the regulated area, all operations are subject to taxation, as well as to 12% of gross gaming revenue (GGR), which refers to gross gaming revenue minus prizes paid.’

He added that ‘Law 14.790/2023 established, through a modification of article 30 of Law 13.756/2018, the destinations of these funds, which are for public policies in various areas, such as sports, health, education and even public safety.’

Regarding the role of the National Association of Gaming and Lotteries (ANJL) before the brand new regulation, its role in creating the legislation that regulates this sector was fundamental. ‘From the Association we believe that the regulated market will generate approximately 60,000 new jobs in the next five years and more than 20 billion reais in annual tax revenues for the country.

This places Brazil in a position of global prominence,’ observes the ANJL president, ’because it opens up business know-how that is being innovated on a daily basis. Our way of operating legally is a reference and shows how we can use the proceeds for social improvements. We have everything we need to rank 3rd or 4th in the global online gambling market.’

“However, we still have important challenges”, Plínio points out, and maintains that “there are still online gambling sites that do not collect a cent, neither from the federal government nor from the states and municipalities: ‘despite the fact that the federal government, since the regularisation of gambling, has blocked more than 11,000 illegal sites throughout Brazil, the ANJL recognises that there is still much to be done’.

RESPONSIBLE GAMING

In relation to responsible gambling, especially with regard to advertising and the protection of minors, we wanted to know what your opinion is on the measures implemented to prevent minors from accessing online gambling platforms. We are also interested in knowing what restrictions there are on advertising aimed at minors, and the role of influencers on social networks.

The ANJL always stresses that access to gambling platforms in the country is only allowed for persons over 18 years of age. To ensure this control, the sites duly legalised by the federal government require in the registration process the CPF number and facial recognition, which guarantees that the games are used exclusively by adults.

‘But,’ Plídio further elaborates, ‘the effective result of the restriction depends on the cooperation of guardians, who must not use their personal data to grant access to children and adolescents, as it is a punishable offence.

The ANJL has established as one of its priorities the enforcement of Law 14.790/2023 and Ordinance no. 1.231 of the Secretariat of Prizes and Gambling (SPA), of the Ministry of Finance, which establishes the prohibition of betting by minors under 18 years of age.”

Educational campaigns for the whole population: Gambling is not child's play

“At the end of last year, even before the process of legalizing the websites, the organization launched an educational campaign on social networks called ”Gambling is not child's play”, aimed at raising awareness among adults about the prohibition of minors using gambling platforms.

The Association has done its part by creating mechanisms to prevent access by minors. But awareness-raising actions also need to be taken up by those responsible for them.

Illegal websites, which continue to operate in the country, pose a threat to children because of unrestricted access to gambling.

As the legalized platforms follow the guidelines imposed by Brazilian legislation, we have managed to implement ways to prevent access by minors. In the case of sites that are not authorized to operate in the country, the reality is different. Not only can minors enter without being duly registered, but they are also encouraged to play."

To conclude this topic, Plínio tells us that advertising rules in Brazil are strictly supervised: “the National Council of Advertising Self-Regulation (Conar) is responsible for supervising advertisements and has defined the rules for gambling advertisements. All advertisements must contain the symbol “18+” or “forbidden to minors under 18” and on social networks they must only use channels, profiles or influencers whose target audience is an adult.”

Illegal Gambling: What measures is the ANJL taking against illegal websites and illegal gambling in the region?

First of all, it is important to underline that only the Federal Government has autonomy to block illegal websites in the country. And, as I have already said, ANJL recognizes that there is an effort on the part of the Brazilian authorities in this fight.

However, this is a very large, modern network with the capacity to operate and host online simultaneously in several countries.

We have been working in cooperation with the National Telecommunications Agency (Anatel), which is responsible for blocking illegal sites.

We have made suggestions to the Central Bank of Brazil that could help with the adaptation of payment methods, which are an important arm of these irregular companies. We have also been demanding and monitoring the initiatives of the Ministry of Finance.

Immediately after the approval of the regulation, ANJL members placed on the platforms the Adequacy Seal, created by the organization, to help bettors and immediately identify, visually, that they are playing on a legalized platform. We are also finalizing a project to reinforce in advertising channels and influencers' work how to identify an authorized bet.

ANJL at the SBC Rio 2025 Summit

Regarding the SBC Rio 2025 Summit, Plínio sees the event as a great opportunity to position Brazil as a leader in Gaming regulation.

“I will be there in person with other experts on February 26 talking about regulation and compliance with the legalization process of gaming in the country.” He points out that the Association will be represented by Communications Director Leonardo Benites, who will mediate three panels:

• how the sector moves between the traditional and digital market.
• marketing regulation
• influencer marketing. 

For Plínio, the event is a great opportunity for ANJL to present itself as a representative of a strong and promising sector for the Brazilian economy, and to continue making adjustments in the process of legalization of online gaming.

“In addition to establishing the rules of the gaming market, it sheds light on the challenges and achievements. It is also the time to exchange experiences with the regulated market in other countries and with their executives,” he concludes.