Advertising Guidelines for Betting and Gambling Companies
In Brazil, the advertisement of gambling products and services is overseen by the IBJR (Brazilian Institute of Responsible Gaming). Although gambling is forbidden in the country, it’s important to establish ethical and responsible guidelines for companies in this sector.
The IBJR code offers several suggestions to set communication standards in the absence of official regulations. These include protecting minors, regulating advertisement timing, promoting responsible gaming messages, and ensuring team sponsorships are not broadcast to minors.
It’s important to note that gambling advertising regulations vary by country. Some countries opt for a complete ban, while others allow certain types of ads as long as they follow strict guidelines.
The main goal is to balance commercial freedom with protecting society from the potential harm of problematic gaming.
What are the principles of the Advertising Ethics Code?
Although there is no official law enforcing advertising norms for gaming in Brazil, there is a self-regulation code to help companies shape their activities and maintain integrity.
These guidelines aim to discourage excessive gambling, prevent underage access to betting activities, and reduce the negative impact of problematic gambling on society.
Learn about the ethical guidelines for advertisers in the betting and gambling industry:
1- Truthfulness in Advertising
One of the key principles of the advertising ethics code is honesty. This means all information provided must be accurate, verifiable, and not misleading.
Gambling and betting companies must avoid any form of deception in their advertising campaigns and provide clear, truthful information to consumers.
2- Social responsibility
Gambling and betting companies are encouraged to promote social responsibility in their advertising. This means avoiding the promotion of excessive, compulsive, or irresponsible gambling.
Ads should not suggest that gambling is a solution to financial or personal problems, nor should they encourage harmful behaviors. Instead, campaigns should emphasize the importance of responsible and mindful gambling.
3- Adherence to Laws and Regulations
It’s essential for gambling and betting companies to respect current legislation. Advertising in this sector must follow all restrictions and prohibitions set by the authorities.
This means not targeting minors and sticking to all consumer protection norms. Companies must understand and comply with the laws and regulations related to gambling advertising.
4- Protecting Vulnerable Audiences
Companies must take measures to prevent these groups from being exposed to messages and stimuli that could encourage harmful behaviors. Raising awareness and using proper segmentation strategies are crucial to ensure the protection of these audiences
Final thoughts
The guidelines of the Code promote honesty, social responsibility, respect for laws, and the protection of vulnerable audiences. By following these practices, gambling and betting companies, partners, and organizations can show their commitment to ethical and responsible advertising.
Remember, the Advertising Code for Gambling and Betting Companies is a self-regulation code, but its voluntary adoption can help create a more transparent and respectful advertising environment in Brazil’s gambling industry.
Keep in mind that the regulation defining the rules for gambling and its advertising is not yet in force in the country. However, since 2023, the Brazilian federal government has been working to enact a law to regulate gambling and betting houses in Brazil.