Responsible advertising: ANJL advises influencers on promoting betting.
In a market teeming with illegally operating websites, distinguishing between government-authorized betting sites and those operating clandestinely is not always a simple task. To address this challenge, the National Association of Games and Lotteries (ANJL), in partnership with the National Council for Advertising Self-Regulation (Conar), has been guiding an important group working in paid betting advertising—digital influencers—to specialize in a new branch of communication: ethical betting advertising.
The course is online and consists of eight modules, covering essential topics such as the principles of ethical advertising in betting, social responsibility, protection of vulnerable populations, and regulatory compliance and requirements. Developed by iGaming industry experts from the Propane agency, the training is available on the website trainingcenter.propane.com.br.
According to the president of ANJL, Plínio Lemos Jorge, the initiative seeks to curb one of the main avenues for the dissemination of illegal betting sites in the country: social media. And the challenge is significant. By January, the Secretariat of Prizes and Bets (SPA) of the Ministry of Finance had requested the blocking of more than 11 irregular betting companies. “We know that many influencers, without proper verification, end up promoting clandestine betting houses. With this, everyone loses: the influencer, who can be held responsible for promoting an irregular company; the bettor, who risks not receiving their winnings; and the regulated market itself, which operates with specific guidelines through ordinances and decrees,” explains the president of ANJL.
Plínio also highlighted that the course addresses responsible gaming. "The goal is to empower influencers to produce content with transparent information about the activity, in accordance with legal practices and accompanied by educational messages that seek to prevent addiction and protect vulnerable audiences, such as children," says the president of ANJL.
According to Leonardo Benites, Director of Communications at ANJL and CEO of Propane, the course teaches how to create campaigns within the regulations, reducing risks and expanding market opportunities. “Not understanding CONAR's rules can lead to major problems. Fines, restrictions, lawsuits, and even the loss of partnerships. Furthermore, the licensing of influencers and affiliates can be seriously hampered, hindering future opportunities,” he emphasizes.
According to Benites, the next step is to offer qualified influencers a seal that lends greater credibility to their posts related to betting activities. “With an ethical and professional approach, influencers become more meaningful to brands and advertisers, securing partnerships. Therefore, it's important to distinguish qualified professionals from those working for illegal betting sites,” says the ANJL's Director of Communications.
About ANJL
Launched in March 2023, the National Association of Games and Lotteries defends the interests of its members, the sector, and responsible and ethical gaming, always guided by the promotion of sports, the security of bets, and the contribution to the country's economic development. Among its members are: 1xBet, Aposta Ganha, BetBox TV, BetFast, BetNacional, Big Brasil, Clear Sale, Gamewiz, Lucky Gaming LTDA, Mr. Jack, OI Gaming, PagBet, PgSoft, Propane, Responsa Gaming, Reals Bet, Zona de Jogo, Paag, ZRO, AstroPay, StarsPay, and Microcash.
