The Brazilian Institute of Responsible Gaming (IBJR) launched, this Tuesday, 9th, in Brasilia, its Brazilian Advertising Self-Regulation Code for the sports betting market, to establish responsible communication rules while there is no official regulation of the sector.
The launch took place during the institute’s official creation cocktail and was attended by Federal Government authorities, sector representatives, sports betting operators and journalists.
The document includes rules and basic principles for bookmakers to promote responsible communications with consumers, in order to promote brands without excessive appeal to the consumption of entertainment products or generate information regarding player earnings.
With a lucrative but still unregulated market, the aim is to offer basic guidelines for marketing in the betting sector, involving communications carried out by the press, industry, companies, individuals, brand ambassadors, social media influencers or non-profit organizations.
Practical examples of this are advertisements aimed only at people over 18 years of age and the exclusion of messages that refer to the consumption of sports betting products as a way to achieve financial success or family support.
The IBJR’s CEO, André Gelfi, highlighted that the entity was founded by traditional companies, some global, with expertise in operating in regulated markets and believes that it is relevant to share this know-how for the promotion of responsible gaming in Brazil, which it is a recent market.
“The Code proposes guidelines for sports betting operators, agencies and communication vehicles to participate in the promotion of this entertainment market to the Brazilian public, regardless of the imminent regulation”, he explained.
“All IBJR members (Grupos Bet365, Flutter, Entain, Betsson Group, Betway Group, Yolo Group, Netbet Group, KTO Group and Rei do Pitaco) have publicly committed to following the code to demonstrate that it is possible to promote the sector in a responsible towards gamblers, operators and government”, he added.
The federal government decided to regulate sports betting through a provisional measure that provides for the collection of taxes and defines rules for this sector and operation in Brazil. The IBJR was present at the public hearing of the Finance and Taxation Commission of the Chamber of Deputies to present itself and contribute to the discussions on the market and its imminent regulation.
About the IBJR
The Brazilian Institute of Responsible Gaming (IBJR) was born from the union of the Bet365, Flutter, Entain, Betsson Group, Betway Group, Yolo Group, Netbet Group, KTO Group and Rei do Pitaco Groups, with the objective of promoting the debate on the regulation of this segment in Brazil, contributing with information to defend the creation of clear rules and guidelines so that sports betting companies can operate legally, protecting the interests of players and civil society.
