The National Association of Games and Lotteries (ANJL) has expressed support for new advertising rules governing the betting sector in Brazil, while simultaneously urging the government to intensify its crackdown on illegal gambling platforms. The association, which represents licensed operators and industry stakeholders, emphasized that all marketing campaigns must adhere to existing regulations to ensure responsible gambling practices and consumer protection.
In a statement released on Tuesday, ANJL highlighted the importance of compliance with the country’s advertising standards, which are designed to prevent misleading promotions and protect vulnerable groups, including minors and problem gamblers. The association noted that the new rules, which are part of broader regulatory efforts to formalize the betting market, provide a framework for operators to promote their services responsibly.
However, ANJL also called for stronger enforcement measures against unlicensed operators that continue to operate in Brazil. The association argued that illegal platforms pose significant risks, including money laundering, compulsive gambling, and underage access to betting. Without effective action against these sites, the association warned, the legitimate market would be undermined, and the goals of regulation—such as consumer protection and tax revenue generation—would be compromised.
The Brazilian government has been working to establish a regulated betting market since the passage of Law 13,756/2018, which legalized sports betting. The Ministry of Finance is currently finalizing regulations, including licensing requirements and advertising standards. ANJL’s comments come as the industry awaits the full implementation of these rules, which are expected to take effect in the coming months.
ANJL’s position reflects a broader industry consensus that responsible advertising is essential for the long-term sustainability of the betting sector. The association has previously advocated for self-regulatory measures and has called for collaboration between operators, regulators, and advertising bodies to ensure that marketing practices align with legal and ethical standards.
The association’s call for stronger action against illegal platforms echoes concerns raised by other stakeholders, including the Brazilian Institute of Responsible Gaming (IBJR) and various consumer protection groups. Illegal betting sites are estimated to account for a significant portion of the market, depriving the government of tax revenue and exposing consumers to risks such as fraud and lack of recourse in disputes.
ANJL’s statement also noted that the new advertising rules should be enforced uniformly across all media channels, including digital platforms, television, and radio. The association urged the government to work with technology companies and payment processors to block access to illegal sites and prevent financial transactions with unlicensed operators.
The development of Brazil’s betting market has been closely watched by international operators and suppliers, who see the country as a major growth opportunity. With a population of over 200 million and a strong sports culture, Brazil has the potential to become one of the largest regulated betting markets in the world. However, the success of the regulatory framework will depend on effective enforcement and the ability to curb the black market.
ANJL’s support for the new advertising rules is seen as a positive step toward building a responsible and sustainable industry. The association’s call for stronger enforcement against illegal platforms highlights the challenges that regulators face in balancing market growth with consumer protection. As the implementation of the regulations progresses, industry observers will be watching to see how the government addresses these issues and whether the legal market can effectively compete with illegal operators.