Brazil suspends betting firms that did not apply for authorisation
From 1 October 2024, under SPA Ordinance 1,475, betting companies that had not applied for authorisation had their operations suspended.
By Oliwer Brewitz, Head of Marketing
Key changes
- Companies without an authorisation request suspended from 1 October 2024
- Applicants not yet operating had to wait for January 2025
- Authorisation allows up to three brands for five years
What changed
Ordinance SPA/MF No. 1,475 of 16 September 2024, published on 17 September, set a transition step before the regulated market. From 1 October 2024, betting companies that had not applied for authorisation had their operations suspended until they applied and the SPA granted permission. Companies that had applied but were not yet operating had to wait until January 2025 to start, subject to approval. The Ministry reported 113 authorisation requests in the first licensing phase. From January 2025, authorised operators paying the R$30 million fee may run up to three brands for five years.
What it means for advertising
The suspension drew a line between companies in the authorisation process and those outside it. Advertising for brands of suspended companies was no longer tied to a lawful operation in Brazil. Media owners and agencies were likely to face more pressure to verify that betting advertisers appeared on the Ministry's published lists, and the three-brands-per-authorisation limit affects how many consumer brands an operator can promote.
What operators should do
Operators should keep their brand portfolio aligned with the three brands allowed per authorisation and make sure every advertised brand appears on the Ministry's official list. Agencies should keep records of the checks they make on advertisers' authorisation status and stop campaigns for brands that do not appear on the list. Publishers and out-of-home owners should apply the same check before accepting betting bookings.
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