Updated Google Ads requirements for casino advertising in Brazil
The introduction of new requirements by Google has caused some significant adjustments to the way Google Ads treats gambling and sports betting in Brazil.
What's changed
Google Ads now permits online gambling advertising in Brazil. The permission applies to those operators who have obtained a license from the Brazilian Ministry of Finance and have been officially certified by Google Ads. A similar license is now required to advertise sports betting.
The following types of content are allowed to be advertised:
- horse racing;
- lotteries;
- sites with comparisons of gambling services and links to them;
- online gambling;
- online sports betting.
In order to be able to advertise, advertisers will have to certify that they have sent a request to the Brazilian Ministry of Finance for authorization to provide internet gambling or online betting services. Advertisers should obtain the certification by applying through a special online Google form. Already existing lottery and horse racing operators should apply for certification in order to retain the ability to advertise. Gambling aggregators, regardless of their type, will no longer be able to advertise.
How do I get the opportunity to advertise?
To do so, the advertiser needs to follow the following steps:
- Submit a request to the Ministry of Finance of Brazil to confirm authorization.
- Complete Google's application form for gambling-related activities.
- If necessary, have applications and sites reviewed for compliance with Google's policies and Brazilian law.
Stages of implementation of the adopted law in the country
Only those companies that are already carrying out this activity and have requested the appropriate authorization before 30.09.2024 can wait until the end of this year. After 01.01.2025 only those companies that fully comply with the established requirements can continue to work.
From the beginning of 2025, only licensed operators will be able to operate in Brazil. They will need to use the Brazilian Internet domain with the extension “bet.br”.
Those organizations that have not requested permission will not be able to offer services related to the acceptance of bets from 1.10.2024. However, they will have to maintain their Internet resources in proper working order to allow users to withdraw money deposited earlier.
Licensed organizations will have to pay a licensing fee of six million dollars to start operating.
From the beginning of next year, all licensed operators will have to strictly adhere to the rules governing measures to combat fraud, money laundering and non-compliance with established advertising regulations.
Changes for advertisers
Advertisers will face the following changes:
- reduced competition. The ban on aggregators and stricter requirements are likely to reduce the number of advertisers in this area, resulting in changes in advertising costs and reach;
- making it more difficult to prove compliance. All advertisers will have to undergo Google certification and authorization procedures by the Brazilian government;
- risk of exiting the market. Small operators and those companies that do not meet the requirements will have to stop advertising or leave the Brazilian market;
- change in marketing strategies. The restrictions that have been imposed on Google Ads will force some operators to start looking for other marketing channels to help them attract Brazilian customers.
