CONAR Updates Brazil’s Betting Advertising Rules

Brazil’s Advertising Self-Regulation Code, CONAR, has introduced updated guidelines for betting advertising and expanded compliance responsibilities across the sector through changes to Annex “X”.

CONAR’s Content Council approved the new Self-Regulation Framework for Betting Advertising on Thursday, August 27. The updated approach places particular emphasis on consumer protection, responsible gambling and safeguarding vulnerable audiences, including children and young people.

Updated Rules Broaden Advertising Controls

The framework was developed by CONAR’s Betting Working Group, GT Apostas, following contributions from industry participants and consultations with relevant authorities. CONAR also considered decisions previously issued by its Ethics Council in response to hundreds of consumer complaints submitted under the earlier version of Annex “X”.

The revised framework incorporates protective measures found in international advertising standards and provides additional direction on illegal betting websites, influencer and affiliate activity, responsible gambling and the requirement for betting advertising to target adults.

A major focus of the changes concerns illegal operators. The updated rules expand efforts aimed at identifying, removing, preventing and discouraging advertising that promotes illegal gambling platforms.

Greater Oversight of Influencers and Affiliates

CONAR is also increasing its focus on influencer and affiliate marketing. Under the new approach, an accreditation programme is expected to be established for influencers seeking to participate in betting advertising campaigns, creating an additional layer of compliance for the channel.

The content produced by accredited influencers will also be subject to monitoring. The framework further includes a collection of CONAR Ethics Council decisions concerning advertising appeals considered inconsistent with responsible gambling principles.

Mandatory warning messages will also receive greater prominence, in line with requirements established by Brazil’s Ministry of Finance through Ordinance No. 1,964/2026 of the SPA/MF.

New Measures Focus on Children and Adolescents

Protecting children and adolescents is another central element of the updated rules. CONAR has prepared a dedicated checklist designed to reduce minors’ exposure to betting advertising and discourage the use of elements commonly associated with children's media and culture.

The checklist specifically refers to humanised animals as imagery that could potentially increase the exposure of minors to betting-related advertising. Their use is therefore recommended only within operators’ own services where age-selection mechanisms, also known as age gating, are in place.

The guidance also includes recommendations for clearly identifying advertising messages intended for adults. These measures are designed to reduce the possible impact of gambling advertising on younger audiences.

Updated Annex “X” Set for Publication

The complete revised version of Annex “X” is scheduled for publication on Friday, August 28. CONAR also plans to release the Self-Regulation Framework for Betting Advertising and its Checklist for Child and Adolescent Protection in Betting Advertising.

The changes form part of Brazil’s ongoing approach to betting advertising as influencer marketing, illegal operators and responsible gambling become increasingly important issues for the sector. The proposed accreditation and monitoring mechanisms could also increase accountability around digital betting campaigns.

The framework was approved by CONAR’s Content Council under the leadership of its president, Eduardo Simon, with participation from council members and the organisation’s technical staff. The updated framework establishes a more detailed structure for the self-regulation of betting-related advertising.