How is the bookmark advertising code looks like and what is it allows?

The launch of the Brazilian Code of Advertising Self-Regulation developed by the Brazilian Institute of Responsible Gambling (IBJR) took place in Brasilia on 9 November. The recommendations were designed with guidelines aimed at companies in the sports betting segment.

The aim of this code is to ensure that bookmakers, communication vehicles and content producers have ethical principles for the communication segment. Be it in the implementation of promotions or in the broadcasting of advertisements and commercials.

According to André Gelfi, CEO of IBJR, this document should bring to Brazilian advertising the good advertising practices used in regulated markets, such as the United States and England.

"With the code, we want brands to communicate in a transparent way, warning about age restrictions and risks of excessive consumption, without appealing to the consumption of entertainment products or generating misinformation about players' earnings".

To do so, the nine companies that are part of the institute must strictly follow the rules set out by the document. They are: Bet365, Flutter, Entain, Betsson Group, Betway Group, Yolo Group, Netbet Group, KTO Group and Rei do Pitaco.

Link to the Provisional Measure

With the progress of Operation Maximum Penalty, the Ministry of Finance announced the elaboration of a Provisional Measure to regulate the operation of sportsbooks in Brazil. The text, which has not yet been published, was signed by the Ministries of Finance, Planning, Health, Tourism and Sports.

According to the Ministry of Finance, it will be up to the National Council of Advertising Self-Regulation (Conar) to define the rules for the communication and marketing part established for the segment.

However, the impasse in the official publication of the document worries the director of IBJR, who understands that the regulation will bring guidelines that will be important for advertising in the sector. Gelfi affirms that this move should protect consumers, society and companies.

"We are looking forward to the next steps and making all the experience and knowledge of IBJR members available to the authorities," he says. The executive concludes by stating that the intention of the institute is to contribute to the debate for the creation of the regulation.

What are the main guidelines of the self-regulation document?

Initially, the document provides a general standard for regulating this type of activity. Then, all the guidelines are broken down into more specific terms for content, protection of minors, responsible gambling message, broadcasting hours and sponsorship of sports teams.

With this, the document states that: "As sports betting is a product of restricted use and unsuitable for certain audiences and situations, communications and advertisements must be structured in a socially responsible way, without departing from the main objective of disseminating brands and features, it is prohibited, by text or image, directly or indirectly, to include the slogan, the imperative appeal to consumption and the exaggerated offer of the product in any piece of communication".

André Gelfi says that after the document was released, many betting companies contacted the Institute, as they identified with the advertising guidelines. "We are currently looking at new members joining the Institute," he says.

The IBJR sets out basic principles

The basic principles for self-regulation provide some guidelines that focus on creating effective and ethical forms of communication and marketing. These include that communication should be truthful, not misleading or exaggerated. It should not use indecent language or advocate/portray criminal activities and should clearly show the brand or sponsor.
In addition, such advertising must be based on Law 7.716/1989, which states that communication must not degrade the image or status of persons of any ethnic minority, religious group, gender, sexual orientation, political preference.

II is not permitted, for example, for campaigns to raise consumers' hopes that participation will lead to enrichment or to mislead them. Or imply that the success of the sports betting activity depends on the consumer's experience and knowledge.
Any communications must not be directed at anyone under the age of 18 and must also carry a legal disclaimer or an "18+" symbol.

Influencers or poster boys for these institutions should not be under 25 years of age and should not suggest that minors gamble.

As in the case of medicines, a standardised message, aimed at promoting responsible gambling, should be added. This content should be standardised among the signatories of the Code.

As regards the timing, some restrictions are imposed. The communication should not be presented between 6 a.m. and 9 p.m. local time. With the exception of campaigns around live televised sporting events, which may take place one hour before the scheduled start time.

The presentation of the Brazilian Code of Advertising Self-Regulation, developed by IBJR, can be found at the following link.