From January 1, 2025, the sports betting landscape will undergo a significant transformation. Celebrities and digital influencers will face very strict rules when advertising betting online.
The communication came through an ordinance from the Ministry of Treasury last Thursday (1st). Therefore, this measure aims to reduce the influence of these public figures on betting as a life-changing alternative.
Celebrities and influencers must follow strict rules to promote bookmakers
This restriction extends to various forms of betting, including fixed-odd lottery betting. This covers:
- Line online games
- Crash games
- Cards
- Blackjack
- Roulette
- Data
- Sports
- Racing
- Ball and number draws
- Live gaming
The aim is to prevent these bets from being presented as an easy solution to financial problems or as a way to achieve personal success.
The text of the ordinance, released by the Secretariat of Prizes and Bets, of the Ministry of Treasury, is clear. “Communication, advertising and marketing of fixed-odd lottery bets that present the bet as socially attractive or contain statements from well-known personalities or celebrities that suggest that the game contributes to personal or social success or to improving financial conditions” are prohibited. .
Furthermore, the new rules prohibit campaigns that may suggest easy winnings or associate betting with personal success. Strategies that encourage excessive betting practices, or that present gambling as an alternative to employment or as a solution to financial problems, are also prohibited.
Another important point is the prohibition of call to action (CTA), or “call to action”. In other words, advertisements cannot include immediate incentives for bettors, such as “Click here and start playing!”.
Furthermore, sports betting campaigns cannot be displayed in places such as:
- Medical and psychological offices
- Educational institutions
- Environments aimed at children under 18 years of age.
