Google and Apple control the Brazilian mobile operating systems market. Both companies also dominate online stores for smartphones.
Google bans betting apps even though it receives payments for ads on YouTube. In addition, illegal gambling sites advertise on the platform, as revealed in a report by Folha.
These ads direct users to apps disguised as children’s games on the Play Store. These apps then redirect to fraudulent pages.
Google Policy Changes
Google informed Folha about updates to its advertising policies. Since September 2024, the company has implemented new guidelines.
Google said: “immediately suspending the ad and, if applicable, blocking the advertiser’s account.” This action occurs when they identify violations of the established standards.
The Brazilian Play Store currently only allows two types of bets. On the other hand, it authorizes horse racing and lottery apps from Caixa Econômica Federal.
Other countries allow virtual casinos and various sports betting. Consequently, Brazilian rules may change in the future. In these territories, free apps operate without using Google’s payment systems.
Android allows external installations due to its open system. Therefore, users can download applications outside the official store. Brazilian betting sites offer their own apps with detailed instructions. These manuals explain how to install the programs on the devices.
The Folha de S.Paulo portal’s report contacted Apple, but received no response.
Position of the government and the betting sector
The Prizes and Betting Secretariat of the Ministry of Treasury regulates the sector. This secretariat develops standards and analyzes requests for operations. In addition, it monitors compliance with the established rules.
The Ministry of Treasury stated: “The possibility of using applications by duly authorized operating companies can represent a positive tool in combating the illegal market.”
The ministry added: “This technical-regulatory position has been shared with application stores, with an emphasis on the importance of these environments having control and validation mechanisms that guarantee exclusive access to authorized platforms.”
In addition, the department identified another important possibility for control. It would be feasible to prevent features that deactivate suspended or revoked applications.
Heloisa Diniz heads the regulatory area of the Betting and Fantasy Sports Association. She revealed that mobile phones processed 75% of online sports bets in 2023.
Heloisa Diniz stated: “The availability of regulated applications in official stores, such as Google Play and the App Store, is a strategic measure: it allows for prior filtering of licensed operators using the license number or the ‘.bet.br’ domain, reinforces user protection and directly contributes to weakening the illegal market, which operates without any control.”
The The National Association of Games and Lotteries (ANJL) shares this view. Plínio Lemos Jorge currently presides over the entity. He stated : “creates an environment conducive to the increased use of illegal websites.”
Finally, Plínio Lemos Jorge added: “The opposite path, which would have the purpose of supporting responsible gaming, is to make the apps of the houses authorized by the federal government available in virtual stores. It would be another way of creating a reference environment for players who seek to act within the law.”
