Starting September 30th, a new Google directive will come into effect, requiring advertisements for sports betting houses, known as “bets,” to receive authorization from the Ministry of Finance. This change reflects the implementation of stricter regulations in Brazil, aiming to create a safer and more controlled environment for users.

On September 17th, the Ministry of Finance published an ordinance establishing rules to curb the operation of irregular betting platforms in the country. From October onwards, only companies that obtain government authorization will be able to operate, and this authorization will be restricted to those already active and in compliance with the new regulations.

The central focus of this ordinance is the prevention of gambling addiction, a problem that has intensified with the popularization of online games. In response to this, Google announced that it will only allow advertising from platforms that obtain specific certification. This requirement is not limited to betting houses but also extends to horse racing and lottery operators, who will need to re-certify to continue advertising their services. This approach aims to ensure that only reliable and regulated platforms can reach the public through advertisements. In addition to the new advertising requirements, betting houses will no longer be able to run ads after September 30th, today. Meanwhile, the president of the , Roberto Campos Neto, expressed concern about the increase in default rates associated with the growth of online betting. He highlighted that the use of digital wallets, such as PIX, for betting-related payments poses additional risks, as many users may be tempted to spend more than they can afford.

Furthermore, the federal government is evaluating measures to prevent Bolsa Família beneficiaries from using program resources for online betting. Some of the actions under consideration include blocking the benefit card for this type of payment and transferring the ownership of the aid if there is evidence of misuse. These initiatives aim to protect the most vulnerable groups of the population, preventing them from falling into debt due to gambling. We detail more about this subject here.

The new rules seek to regulate a rapidly and constantly expanding market and aim to create a system that prioritizes the safety and well-being of citizens. The online sports betting landscape in Brazil is undergoing transformation, and the effects of these regulations will be closely observed in the coming months as the government and betting platforms adapt to this new reality. Consumer protection and the promotion of a more responsible betting environment are at the heart of this new phase, which promises to shape the future of the sector in Brazil.