Since the beginning of the year, the federal government has regulated bookmakers, and they have become major advertisers in Brazil. However, this visibility led the National Advertising Self-Regulation Council (Conar) to act.
Recently, the Conar Ethics Council evaluated and ordered the suspension of two advertisements from companies in the betting sector, alleging violations of the guidelines.
Announcement of bookmakers Estrela Bet and Esportes da Sorte
One of the contested advertisements was from Estrela Bet, which conveyed the message:
“Meet the Aviator from Estrela Bet: Fun and quick and easy profit”. This digital banner was displayed on several websites and online platforms.
Conar understood that the phrase violated Annex X, which prohibits promises of easy gains and guaranteed results.
The second ad was from Esportes da Sorte, with the phrase:
“Increase your extra income”. According to Conar, this message also violated Annex X by suggesting obtaining extra income easily.
Conar’s decision on bookmakers
Conar Annex X is clear: it prohibits messages that promise certain winnings or disclose unrealistic information about the probability of winning. In both cases, Conar concluded that the ads violated this rule by suggesting easy gains.
By decision of the Ethics Council, both Estrela Bet and Esportes da Sorte are prohibited from broadcasting these advertisements in any media. Furthermore, both companies received warnings from Conar due to the content of their advertising messages.
About Conar
The National Advertising Self-Regulation Council (CONAR) is a non-profit entity created in 1980. Its main objective is to promote ethics in Brazilian advertising. To this end, CONAR follows the Brazilian Advertising Self-Regulation Code, which establishes norms and standards for advertisements broadcast in the country.
Furthermore, CONAR works by receiving and analyzing complaints about advertisements that may violate its guidelines. The Ethics Council makes decisions and meets regularly to deliberate on the cases presented. Furthermore, meetings are organized in different chambers, being an important control instance.
Finally, CONAR also maintains a newsletter and carries out institutional campaigns to raise awareness in society about the importance of self-regulation in advertising. In this way, the official website publicizes these actions, in addition to providing news, videos and presentations related to the sector. CONAR’s headquarters are located on Avenida Paulista, in São Paulo.
