Bans imposed on bookmaker adverts in Brazil

Regulated by the federal government since the beginning of the year, bookmakers, which already occupy an important space among the country's major advertisers, are also beginning to be targeted by the National Advertising Self-Regulation Council (Conar).

Last week, the organisation's Ethics Council assessed and decided to punish two pieces of advertising from two different companies in the sector, on the grounds that they infringed Conar's own regulations.

One of the adverts assessed by the organisation was from Estrela Bet, whose message to the public was: "Get to know Estrela Bet's Aviator: Fun and quick, easy profit". The advert was a digital banner, which was shown on some websites and online platforms.

The other piece that was assessed by the members of the Ethics Council was an advert by the company Esportes da Sorte, which featured the phrase: "Boost your extra income".

In both cases, the Ethics Council's assessment was that such approaches disrespect Annex X, a set of rules drawn up by the organisation itself to determine standards for advertising by sports betting companies.

One of these rules concerns the appeal to the idea of easy winnings. Annex X prohibits messages that make promises of winnings and certain results, as well as the dissemination of unrealistic information about the likelihood of winnings.

In the two advertisements analysed in the case, Conar interpreted that, in the title, these advertisements infringed this rule by suggesting that it was possible to earn extra income easily.

By decision of the members of the Ethics Council, both Esportes da Sorte and Estrela Bet can no longer run such adverts on any media channel. In addition, both companies were warned by Conar for the advertising message.

By Bárbara Sacchitiello