Brazil’s regulated gaming sector is preparing to take legal action against major digital platforms over the growing distribution of advertising from betting operators that are not authorised to operate in the country.
The Associação Nacional de Jogos e Loterias (ANJL) and the Instituto Brasileiro para o Jogo Responsável (IBJR) are working on a joint case targeting technology companies that carry and monetise advertisements promoting unlicensed gambling websites and apps.
The move could put additional pressure on digital platforms to take responsibility for the gambling content appearing across their services.
Platforms accused of enabling illegal operators
According to ANJL and IBJR, illegal betting companies are using mainstream digital channels to reach Brazilian consumers despite lacking the licences and safeguards required under the country’s regulated framework.
The organisations say these campaigns can direct users towards unauthorised websites and applications through sponsored advertisements, fake profiles and misleading links.
Some promotions allegedly use promises of guaranteed winnings, while other campaigns can encourage users to provide personal information or make payments, or download potentially suspicious applications.
The groups argue that the scale of the problem requires platforms to take more effective action rather than simply hosting the content.
Focus shifts to detection and removal
The planned legal action is intended to push technology companies to identify, block and remove illegal gambling advertisements more quickly.
ANJL and IBJR also want to establish greater accountability for platforms that distribute and generate revenue from this type of advertising.
Their position is that digital companies should have systems capable of detecting unauthorised gambling promotions before they reach consumers, particularly when campaigns could be exposed to children and teenagers.
The organisations are seeking both an immediate reduction in the circulation of illegal betting advertisements and greater clarity over the responsibilities of the platforms involved.
Growing pressure on Brazil’s regulated market
The dispute comes as Brazil continues to develop its regulated betting sector and authorities attempt to distinguish licensed operators from businesses operating outside the legal framework.
For ANJL and IBJR, illegal advertising represents more than a marketing problem. It can undermine the regulated market by directing consumers towards operators that do not provide the protections required under Brazilian law.
The planned action therefore puts the spotlight not only on illegal betting companies, but also on the digital infrastructure that allows their promotions to reach potential customers.
A new front in the fight against illegal betting
The initiative marks a significant escalation from industry criticism to potential legal proceedings.
If successful, the case could increase pressure on major technology platforms to strengthen their controls around gambling advertising in Brazil and demonstrate that they are actively preventing unauthorised operators from using their services.
For the country’s regulated betting industry, the message from ANJL and IBJR is clear: tackling illegal gambling will require action not only against the operators themselves, but also against the channels that help them find and monetise Brazilian players.