CONAR Advances Betting Ad Standards Through Revised Self-Regulation Framework

Brazil's self-regulation body CONAR approved a new betting advertising framework on or around August 27-29, 2026, and the move extends oversight into influencer marketing while adding fresh restrictions on illegal operators plus stronger child protection measures. The updates emerged from CONAR’s Betting Working Group after extensive industry consultation, and they draw directly from earlier Ethics Council rulings that addressed consumer complaints. Observers note the emphasis on responsible gambling messaging alongside safeguards for vulnerable populations and clearer compliance expectations for advertisers and their affiliates.

Context Behind the Framework Update

The Brazilian market has seen rapid expansion in licensed betting activity since legalization, and this growth brought increased scrutiny of how operators and promoters reach audiences. CONAR, as the advertising self-regulatory council, has handled numerous cases involving betting promotions through its Ethics Council, and those decisions provided the foundation for the revised rules. The new framework consolidates lessons from those cases into a single document known as the Updated Annex “X” of the Brazilian Advertising Self-Regulation Code.

Stakeholders from betting companies, media agencies, and influencer networks participated in the working group sessions, which allowed practical input on how advertisements appear across digital platforms. The resulting text addresses gaps that earlier guidelines left open, particularly around paid promotions by individuals with large followings and the promotion of unlicensed betting sites.

Key Provisions in the Revised Rules

The updated framework strengthens controls over influencer marketing by requiring clearer disclosure of commercial relationships and by setting standards for content that must avoid targeting minors or glamorizing excessive play. Advertisers and affiliates now face explicit obligations to verify that promotional material does not appear alongside content aimed at children, and platforms must implement age-gating measures where feasible.

Restrictions on illegal operators form another central element: licensed entities and their marketing partners are barred from creating or sharing material that directs traffic toward unlicensed sites. The rules also mandate prominent placement of responsible gambling messages, including references to self-exclusion tools and support hotlines, in every advertisement regardless of format.

Enhanced child protection guidelines require advertisers to conduct age-appropriate reviews of creative assets and to exclude imagery, language, or themes that could appeal to those under eighteen. Compliance extends to affiliate programs, meaning operators must ensure partners follow the same standards or risk joint liability under CONAR procedures.

Development Process and Industry Input

CONAR’s Betting Working Group convened multiple rounds of discussion that incorporated data from previous complaint resolutions and market monitoring reports. Industry representatives supplied examples of current advertising practices, which helped shape realistic thresholds for disclosure and content restrictions. The process also aligned the new text with existing Brazilian legislation on gambling advertising, ensuring the self-regulatory layer complements rather than conflicts with statutory requirements.

Once finalized, the framework received formal approval from CONAR’s board in late August 2026. The timing allows operators and agencies several months to adjust campaigns before stricter enforcement begins, and CONAR has indicated it will issue supplementary guidance documents to assist with implementation questions.

Practical Implications for Advertisers and Affiliates

Companies operating in Brazil must now audit their influencer contracts to confirm that disclosure language meets the new standards and that content calendars exclude placements likely to reach minors. Legal teams are reviewing affiliate agreements to insert clauses that shift responsibility for rule violations onto non-compliant partners. Media buyers face additional verification steps when selecting placements on social platforms and streaming services.

Those who have studied prior CONAR decisions know that non-compliance can trigger public rulings, required corrections, and in repeated cases, referral to government consumer protection agencies. The updated framework therefore raises the stakes for consistent adherence across all promotional channels.

Conclusion

The August 2026 approval marks a significant consolidation of Brazil’s self-regulatory approach to betting advertising, and it positions CONAR to handle the next phase of market growth with clearer expectations. Operators, agencies, and influencers now have a unified reference point that covers influencer marketing, illegal operator restrictions, and child protection in one document. Implementation will test how effectively the industry translates these written standards into everyday practice, yet the collaborative development process suggests broad awareness of the requirements ahead.