Brazil Tightens Betting Ad Controls for Influencers and Affiliates

Brazil’s advertising watchdog is putting betting promotions under tighter controls, with new requirements reaching influencers and affiliates. Operators and their marketing partners have 30 days from publication to adjust.

Brazil’s CONAR approved the revised Annex X of its advertising code on August 27, alongside a new self-regulatory framework for betting campaigns. The update covers advertising across the wider marketing chain rather than concentrating only on content produced directly by operators.

One of the main changes concerns third-party promotion. CONAR wants more regular oversight of advertising published by influencers and affiliates. The framework also provides for an accreditation program intended to improve understanding of the legal and ethical rules applied to betting promotion.

Campaign owners are also encouraged to keep records showing how advertising was restricted to adult audiences and what measures were used to reduce potentially harmful messaging.

Youth-Focused Creative Faces Tighter Limits

The revised framework adds more detail to the rules protecting children and teenagers. Betting ads cannot use content with strong appeal to younger audiences. CONAR specifically points to humanized animals as one example. Such elements should be restricted to operators’ own channels where age-gating measures are in place.

Existing safeguards remain in place as well. People featured prominently in betting advertising must be and appear to be over 21. Campaigns cannot promise guaranteed profits or easy winnings, while mandatory warnings and responsible gambling messages continue to apply.

CONAR is also placing greater emphasis on the presentation of gambling-risk warnings introduced under SPA/MF Ordinance No. 1,964/2026.

The update comes after CONAR built up a sizable enforcement record in the sector. The organization says it has opened more than 160 cases involving betting advertising since its first dedicated rules took effect in early 2024. Most have already been considered by its Ethics Council. Its Preventive and Compliance Center has also reviewed tens of thousands of social media posts for possible violations.

Removal could become faster as that monitoring develops. CONAR has cooperation arrangements with digital platforms that provide priority reporting channels for non-compliant advertising. It also works with the SPA, SECOM, and bodies within Brazil’s Ministry of Justice.

The new provisions take effect 30 days after publication. CONAR has asked operators, agencies, creators, and affiliates to begin adapting before that deadline.

Market Implications

For Brazil’s betting market, the practical change is where advertising responsibility now sits. A campaign may begin with a licensed operator, but compliance increasingly follows it through agencies, affiliate links, and creator accounts. That makes monitoring distribution almost as important as approving the original creative.