CONAR Strengthens Betting Ad Standards Through Updated Self-Regulation Framework

Brazil's self-regulatory advertising body CONAR approved an updated Self-Regulation Framework for Betting Advertising on August 27, and this development expands oversight across influencer marketing while introducing new protections for children and adolescents. The changes update Annex X of the Brazilian Advertising Self-Regulation Code, drawing from industry input, consumer complaints, and alignment with responsible gambling practices. Publication of the full rules along with a dedicated child protection checklist followed the Content Council decision shortly after the approval date.

Background on the Regulatory Update

CONAR operates as the national council for advertising self-regulation in Brazil, and its decisions shape how operators promote betting products across digital and traditional channels. The August 2026 approval builds on prior versions of Annex X by incorporating feedback collected over recent years from multiple stakeholders. Observers note that the framework addresses gaps that emerged as online betting grew rapidly in the country, particularly through affiliate programs and social media promotions.

Those involved in the review process examined patterns in consumer complaints, and they identified areas where clearer guidelines could reduce misleading claims. The updated document maintains the core structure of the original code yet adds targeted sections that respond directly to current market conditions. Data from complaint logs showed recurring issues with influencer disclosures and promotions that reached underage audiences, prompting the council to formalize new requirements.

Expanded Oversight of Influencer and Affiliate Marketing

The revised framework places stricter requirements on influencers and affiliates who promote betting services. Operators must now ensure that all sponsored content includes clear disclosures about commercial relationships, and they remain responsible for monitoring compliance even when third parties create the material. Affiliates who fail to follow the rules can trigger sanctions against the primary betting company under the new provisions.

People familiar with the process report that the changes require pre-approval for certain types of influencer campaigns in high-risk categories, and they establish record-keeping obligations that last for a defined period after campaigns end. This approach aims to close loopholes where operators previously distanced themselves from content created by external partners. The rules also specify formatting standards for disclosures so they remain visible across different social media platforms.

Measures Targeting Illegal Operators

Another significant addition addresses advertising that benefits illegal betting operators. The framework prohibits Brazilian companies and influencers from promoting unlicensed platforms, and it requires due diligence checks before partnerships begin. Violations can lead to complaints filed directly with CONAR, which then issues rulings that range from content removal orders to public reprimands.

Industry participants note that the updated text provides clearer definitions of what constitutes promotion of illegal activity, and it includes examples of prohibited practices such as affiliate links that redirect users to offshore sites. Enforcement relies on a combination of proactive monitoring by CONAR staff and reports submitted by licensed operators who compete against unregulated entities. The council coordinated these provisions with existing responsible gambling standards to maintain consistency across the sector.

Child and Adolescent Protection Guidelines

The framework introduces a dedicated checklist for child and adolescent protection in betting advertising, and this document outlines specific steps operators must follow before launching campaigns. Advertisements cannot feature imagery, language, or themes that appeal primarily to minors, and placement restrictions limit exposure on platforms where younger users form a significant portion of the audience.

CONAR published the checklist alongside the main framework text, making it available through its official channels at www.conar.org.br. Companies must document their review process using the checklist, and they retain these records for potential audits. The guidelines also address age-verification requirements for user-generated content that appears in promotional contexts.

Implementation Timeline and Industry Response

Following the August 27 approval, operators received a defined period to adjust existing campaigns and internal policies. CONAR scheduled workshops to explain the practical application of the new rules, and representatives from major betting firms participated in the sessions. The phased rollout allows time for technical updates to tracking systems used by affiliates and advertising networks.

Those tracking the process observe that the framework encourages voluntary compliance through education rather than immediate penalties, although repeat offenders face escalating consequences. The updated Annex X remains part of the broader Brazilian Advertising Self-Regulation Code, which means existing enforcement mechanisms continue to apply alongside the new betting-specific provisions.

Conclusion

The August 2026 approval by CONAR marks a targeted evolution in how Brazil manages betting advertising through self-regulation. The expanded sections on influencers, illegal operators, and youth protection reflect documented concerns collected from complaints and industry consultations. Licensed operators now work within clearer boundaries that aim to reduce exposure for vulnerable groups while maintaining competitive advertising practices. The published documents, including the child protection checklist, provide concrete tools for ongoing compliance across the sector.