The Brazilian ad regulator has approved changes to Annex “X” of the Brazilian Code of Advertising Self-Regulation to strengthen protection for young people and combat illegal operators.
The Content Council of the National Council for Advertising Self-Regulation (Conar) , a non-profit body that regulates advertising in Brazil, approved changes to Annex “X” of the Brazilian Code of Advertising Self-Regulation and a new Self-Regulation Framework for Betting Advertising.
According to Conar, the changes aim to broaden the responsibility of agents involved in advertising in the sector and establish new compliance guidelines, with special attention to the protection of vulnerable groups. The update was approved on Thursday, the 27th, and published on Conar’s official website .
The new framework was developed by the Betting Working Group (GT) and took into account the participation of industry representatives, consultations with authorities, consumer feedback, and decisions made by the Ethics Council during the confirmation of the original version of Annex “X”. Conar also affirmed that it had incorporated safeguards identified in international references.
The changes announced by Conar come at a time when the regulated betting sector is under more intense public scrutiny, following cases of irregular advertising during the 2026 World Cup.
Illegal websites, influencers, and responsible gaming.
The new framework provides for the expansion of mechanisms aimed at detecting, removing, preventing, and deterring advertising by illegal betting operators.
The rules also reinforce the warning clauses about the impacts of betting. The three mandatory phrases defined by Ordinance SPA/MF No. 1,964/2026 must receive greater prominence in advertising materials.
Another focus is on campaigns conducted by influencers and affiliates. The agency intends to expand control and monitoring mechanisms and plans to create an accreditation program for influencers authorised to promote betting advertising, in addition to monitoring their respective posts.
In regards to social responsibility and responsible gaming, the new framework will also include an updated collection of Conar decisions related to appeals considered irregular in advertising within the sector.
Conar creates checklist for the protection of minors.
Conar has established a checklist for the protection of children and teens, divided between restrictions related to the content of campaigns and the way advertisements are disseminated.
Conar, for example, cited the use of elements associated with the children’s and youth universe, especially anthropomorphized animals, which can increase the risk of children being exposed to gambling advertising. The recommendation is that this type of element be restricted to the operators’ own channels, which should adopt age-restricted screening mechanisms.
Measures were also established to publicise the campaigns, ensuring that advertising is targeted at an adult audience and minimising its impact on children and adolescents.
The full text of the new Annex “X” will be released this Friday, the 28th.
