The curbing of gambling ads in Brazil is emerging as a key campaigned issue for operators, not least after Google’s recent policy changes. The modifications are intended to bring advertising practices into line with Brazil’s changing regulatory regime and have implications for how betting services market their online offerings.
Making Sense of Google's New Advertising Standards
Until 30 September 2024, Google requires sports betting operators in Brazil to possess a permission from the Ministry of Finance to advertise through Google’s platforms. The change helps to ensure that only legitimate operators are able to promote their services to Brazilian audiences through Google Ads and help in the promotion of responsible gambling and the fight against illegal gambling.
Key Requirements:
- Validity of Government: The Brazilian Ministry of Finance must approve operators.
- Google Certification: Advertisers must also pass Google’s certification process in addition to the governmental licensing in order to run gambling ads.
- Aggregator Ban: As of September 30th, 2024 gambling aggregators cannot advertise in Brazil.
These steps can be seen in a larger effort to oversee the betting industry and shield customers from unlicensed operators.
What does it mean to Pay Per Head Bookies
These new rules are requiring PPH bookies to strategically re-think the way they advertise. Follow-up is mandatory to ensure that visibility and credibility in the Brazilian market is retained.”
Steps to Ensure Compliance:
- Get Required Permits: Get licensed by the Ministry of Finance to work legally.
- Google Certification: Become certified by Google in order to advertise with Google.
- Stay Away from Aggregator Models: Don’t invest in aggregator models as they are not legal for advertising in Brazil.
With these tips, PPH bookies can put themselves in control in the light of the new situation with advertising.
Expanding advertising campaigns
With traditional advertising channels facing more constraints, diversification becomes key.
Other Marketing Channels:
- Content Marketing: Create engaging and educational content to attract potential bettors.
- CreateGoodSocial Media:Yes Marketing on Facebook and Instagram with local or popular ads with advertising policies in place in those places.
- Email Campaigns: Utilize email marketing to stay directly in touch with your customers.
These channels can keep you in sight and bring in new users despite ad restrictions.
Keeping Pace with Regulation Reform
The legal situation of Brazil is highly dynamic and further change could be expected. Keeping updated and flexible is key to remaining successful.
Best Practices:
- Routine Compliance Audits: Regularly monitor operations to verify compliance with existing laws and regulations.
- Consult the Lawyers:Get in touch with lawyers who are specifically dealing with the gambling laws in order to avoid the clutter.
- Stay on top of policy changes: Stay up to date with new releases from the regulation bodies and platforms such as Google.
The act of looking ahead will enable PPH bookie solutions to act quickly to any new regulation changes.
At the end of the day, the betting ads ban in Brazil has its threats and opportunities of adaptability for them.Looking to be a pph service provider? By learning the new regs and keeping compliant, as well as branching out with marketing plans and budgets, operators can still be viable within a regulated context.
