Brazil has taken a strong step in controlling advertising. These actions protect minors from harmful content. New ad restrictions have been introduced through the Normative Ordinance No. 1,902. The Secretariat of Prizes and Bets (SPA) published this on December 6, 2024.
These regulations build on earlier provisions outlined in Normative Ordinance No. 1,231, introduced in July 2024, and incorporate additional safeguards aimed at shielding children and adolescents from exploitative advertising.
Key Provisions of the Ordinance
The ordinance immediately enforces several crucial ad restrictions on ads targeting minors. Among its key measures:
- Ban on Targeted Ads꞉ Ads directly aimed at kids or teens or ads that are shown on platforms where most users are under 18 are now forbidden.
- Limits on Images and Themes꞉ Ads showing children or ads that are using cartoons or themes that attract young people are not allowed.
- Sponsorship Rules꞉ Companies cannot sponsor events, teams, or activities that are aimed at teenagers.
- Required Age Warnings꞉ All betting messages must clearly show age limits, either with ’18+’ or saying, “prohibited for people 18.”
Additionally, the ordinance enforces existing rules that prevent operators from encouraging gambling behavior among minors or sponsoring youth teams. Inspections, monitoring, and sanctions for these measures have taken effect immediately, ensuring compliance from industry stakeholders.
Timeline for Full Implementation
Some rules are already in place, but the wider range of advertising limits and control methods will start fully on January 1, 2025. This date matches the expected start date of Brazil’s legal betting market. The rule set will offer a complete guide that will provide a framework that will ensure responsible advertising practices.
Reasons Behind the Initiative
The decision to strengthen advertising regulations follows extensive discussions, including a Federal Supreme Court hearing in November 2024 to evaluate the societal impacts of betting. Advocacy groups highlighted concerns over the influence of gambling advertisements on minors, prompting swift action from regulators. The ordinance reflects a growing recognition of the need to balance industry growth with safeguarding vulnerable populations.
Industry Impact and Compliance
The new rules represent a significant shift for advertisers and betting operators in Brazil. Industry stakeholders are now required to adapt their marketing strategies to comply with the stringent regulations. While some critics argue that the restrictions could hinder market innovation and economic growth, supporters emphasize their necessity in creating a safer environment for children and adolescents.
Strengthened Monitoring and Enforcement
The ordinance also mandates the immediate implementation of oversight mechanisms, ensuring compliance through stringent monitoring and sanctions. This proactive enforcement underscores Brazil’s commitment to upholding advertising standards and protecting minors, establishing a robust system to address violations. These measures aim to promote accountability among advertisers while fostering a safer environment for young audiences.
Looking Ahead
As Brazil prepares to fully regulate its betting market in 2025, the government’s commitment to prioritizing child welfare is evident in these robust advertising standards. By addressing concerns around predatory marketing and fostering responsible industry practices, the ordinance sets a precedent for other nations navigating similar challenges in an increasingly digital and commercialized world.
