51% of Brazilians view betting influencers negatively
A new survey conducted by the organization More in Common in conjunction with Ipsos-Ipec revealed that 51 percent of Brazilians have a negative perception of influencers who promote sports betting platforms, in a context where the debate about industry advertising is gaining relevance and regulation is tightening the rules for this type of campaign. The survey, conducted between July 4 and 8 on a sample of 2,000 people over 16 years old in 130 cities across the country, showed that only 9 percent have a positive view of content creators who advertise betting operators, and 19 percent maintain a neutral position, with a margin of error of two percentage points.
Among those who expressed an unfavorable opinion, 22 percent believe that these influencers act irresponsibly or unethically, another 17 percent argue that they exert a negative influence and exploit vulnerable people, 8 percent believe they only seek their own financial gain, and 4 percent claim to have unfollowed these figures due to their participation in industry campaigns. The study also analyzed the impact on the credibility of public figures, with 40 percent stating that the promotion of betting reduces their trust in influencers, artists, and athletes, compared to 53 percent who said these campaigns do not change their perception, and only 4 percent who indicated an increase in trust.
Researchers observed that the rejection is more pronounced among sectors with higher education levels and higher incomes, as among people with complete university studies and those earning more than five minimum wages, the loss of trust exceeds the national average. The executive director of More in Common Brasil, Pablo Ortellado, warned that, while betting campaigns represent a significant source of income for content creators, they can also damage their reputation among audiences considered strategic from a commercial point of view. He suggested that influencers exchange a sure gain in the present for a wear and tear that can affect their future monetization capacity, especially among higher-income and more educated segments.
The results come at a time of strong growth in advertising investment in the gaming industry. According to estimates released by Itaú in 2024, betting companies allocated between 5.8 billion and 8.8 billion reais to marketing actions, driven mainly by sports sponsorships, and in the last two years, the value of main sponsorship agreements with Serie A clubs of the Brazilian Championship increased by 125 percent. Following the release of the study, the president of the National Association of Games and Lotteries, Plínio Lemos Jorge, stated that it is necessary to differentiate between influencers who promote operators authorized by the Ministry of Finance and those who advertise illegal platforms, as unregulated operators often fail to comply with advertising rules, use misleading promises of easy gains, and even target vulnerable audiences.
Tags: More in Common, Ipsos-Ipec, gambling advertising in Brazil, Pablo Ortellado