Brazil expands responsibilities for promoting illegal gambling
The National Association of Games and Lotteries (ANJL) celebrated the publication of a Brazilian ordinance that expands the framework of responsibilities regarding the promotion and financing of unauthorized operators, including influencers, brands, and financial institutions as accountable parties. The measure represents a significant leap in the country's regulatory architecture, recognizing that the value chain of illegal gambling is not solely the responsibility of clandestine operators, but of an entire ecosystem that facilitates its operation.
The new regulation acts on multiple levels: from direct promotion by influencers on social media (a critical aspect in a region where betting marketing dominates digital advertising), to financing facilitated by banking and payment institutions that process transactions to unauthorized platforms. By holding these actors accountable, the ordinance creates significant friction in the supply chain of illegal gambling, reducing its economic viability.
ANJL considered that the measure helps strengthen the regulated market and consumer protection. This position is pragmatic: the more difficult it is to operate outside the legal framework, the greater the incentive for operators to migrate to the formal market and for users to choose authorized platforms with legal protections. The ordinance also creates a mechanism of pressure on intermediaries (banks, payment processors) that have historically functioned as blind spots in oversight.
The role of influencers is particularly sensitive in LatAm. Platforms like Instagram, TikTok, and YouTube are primary marketing channels for illegal operators, who pay content creators to promote unregulated sportsbooks. The Brazilian ordinance establishes that these actors have legal responsibility for promotion, creating legal and financial consequences for those who collaborate with clandestine operators. This should reduce the supply of low-cost marketing channels that characterize illegal competition.
For the Latin American regulated sector, the Brazilian ordinance sets an important precedent: the fight against illegal gambling cannot be limited to regulators and formal operators, but requires a chain of responsibilities that includes financial intermediaries and influencers. Brazil is thus moving towards a more comprehensive compliance model, where multiple actors in the digital ecosystem have aligned incentives to promote formality.
Tags: Brazil, Regulation of illegal gambling, iGaming influencers, Gambling influencers