This post is part of our Policy Update hub — see all updates.
Online gambling in Brazil is booming, offering economic benefits but also raising concerns about addiction and financial instability. Did you know that 86% of gamblers in Brazil struggle with debt, and 64% are close to going bankrupt?
To tackle this, the Brazilian government has started enforcing stricter regulations to create a safer gambling environment.
Brazil enforces stricter gambling rules
Starting January 1, 2025, any gambling ads on sites like Google Ads must follow local laws. Advertisers need licenses from Brazil's Ministry of Finance to ensure they’re protecting consumers. These ads also have to show risk warnings, provide help links, and promote responsible gaming. These steps are aimed at stopping fraud, encouraging responsible gambling, and building trust in the industry. The government are also shutting down illegal gambling websites, over 2,000 have already been closed. Meanwhile, licensed companies can operate temporarily whilst they finish getting their approvals. This approach helps grow the industry whilst protecting those who are at risk.
Google’s adaptive policies in the UK
In the UK, Google's updates are opening up more chances for charities to advertise. From October 15, 2024, Google Ads allows ads for activities like charitable raffles, free draws, and prize draws if the operators are registered with groups like the UK Fundraising Regulator or the Scottish Charity Register. While this change gives more room for charitable adverts, it still keeps tough rules for adverts about gambling, like sports betting, online casinos, and lotteries. Advertisers need to register with the Gambling Commission and show a valid operating licence. In Northern Ireland, rules are stricter, only allowing gambling adverts for state or government-approved lotteries.
Google stresses the need for advertisers in these areas to be certified. This helps ensure things are clear and follow the rules, cutting down the chance of misuse. The update focuses on balancing more advertising opportunities with strong protection for consumers.
