Brazil Tightens Betting Advertising Rules, Bans Cartoon Animals

Brazil's Advertising Self-Regulation Council (Conar) updated Annex X of its advertising rules, introducing additional restrictions on betting advertisements, according to a report by iGaming Brazil. The revised rules primarily aim to increase accountability among bookmakers, affiliates, and content creators involved in betting promotion.

The updated requirements prohibit the use of visual elements that could appeal to younger audiences, including humanized or cartoon-style animals. Advertisements can now only feature actors over the age of 21 who appear visibly older than that minimum age. Ads are also barred from promising easy money or rapid wealth, and must include risk warnings within the advertisement itself. Brands and advertising agencies have been given 30 days to bring existing campaigns into compliance with the new requirements.

The updated rules follow recent restrictions affecting more than 5 million people in Brazil who lost access to legal betting platforms through government measures and self-exclusion programs, adding to a broader pattern of tightening oversight across Brazil's regulated betting sector. By specifically targeting advertising elements designed to appeal to younger audiences and unrealistic wealth promises, Conar's updated framework signals continued regulatory focus on responsible marketing practices as the country's betting market matures.