Google has made a significant shift in its sports betting and online gaming advertising rules in Brazil, now excluding unlicensed operators from using its platform. This new policy aims to ensure compliance with the country’s government regulations ahead of Brazil’s officially regulated gambling market launch in 2025.
As of January 1, 2025, Google will only permit advertisements from operators that have been granted a valid license by Brazil’s Ministry of Finance (MF). The policy update, announced this Tuesday, is part of the tech giant’s effort to align its advertising practices with the regulations set by the Secretariat of Prizes and Betting (SPA), which governs the country’s online gambling sector.
New Guidelines Target Unregulated Gambling Operators
The updated rules clearly state that, as of 2025, operators wishing to run ads for online sports betting or fixed-odds games must possess a valid license from Brazil’s Ministry of Finance. Without this certification, which ensures compliance with local regulations, companies will lose their ability to advertise through Google.
“If you were previously approved based on a pending license, you will need to submit your definitive license now,” the updated policy reads. “If you do not have a valid license from the Brazilian Ministry of Finance, you must stop advertising with us as of January 1, 2025, and your certification will be revoked in January.”
Google’s decision follows Brazil’s plan to launch a fully regulated gambling market in 2025. The country’s government has worked towards setting clear frameworks for online gambling, and Google is aligning with these efforts by ensuring only licensed operators are allowed to promote their services in the country.
Compliance with Brazil’s Regulatory Framework
The new policy is directly in line with the goals of the SPA, which seeks to limit advertising to only those companies that have been authorized by the Brazilian government. As of the new year, Brazil’s gambling market will officially be regulated, and all operators must adhere to a licensing system set out by the Ministry of Finance. This means any gambling companies still operating without proper certification will face immediate restrictions on their advertising activities.
Google’s updated policy enforces the idea that compliance isn’t just about having a license but also about how those licenses are verified. In addition to holding a valid license from the Ministry of Finance, operators will need to go through a process of registration on Google’s platform to obtain a valid certification. This process further ensures that only certified operators can advertise their products within Brazil’s borders.
The tech giant’s new measures are designed to help create a safer and more transparent environment for sports betting and online gaming. By limiting ads to only regulated operators, Google aims to protect Brazilian consumers from potentially fraudulent or unlicensed gambling platforms.
What This Means for Online Gambling Advertisers
For online gambling operators currently advertising in Brazil, these new rules present a significant shift in how they can promote their services. Starting in 2025, only those with proper government-issued licenses will have the right to appear in Google’s advertisements. This change will likely prompt operators to expedite their efforts to obtain and finalize their licenses to avoid losing advertising access.
Here are some key points for operators to keep in mind:
- Valid License Required: Only operators with a Ministry of Finance-issued license can advertise.
- Registration with Google: In addition to a government license, operators must register on Google’s platform for certification.
- Deadline: All advertisements for sports betting or online gaming in Brazil must be from licensed operators by January 1, 2025.
- Revocation of Certification: Operators without a valid license will lose their advertising privileges starting January 1, 2025.
Google’s move also indicates a broader trend of tech companies increasing their scrutiny of online gambling ads, particularly in regions where gambling laws are becoming more regulated.
Brazil’s Gambling Market Poised for Change
Brazil is on the brink of major changes to its gambling landscape. The country’s government has been working on legislation to regulate online sports betting and gambling for several years. In December 2018, Brazil’s government passed a law that legalized sports betting. However, it wasn’t until recent years that the government began formalizing the structure of the market, including creating regulations for licensing operators.
The shift to a regulated market is expected to bring greater transparency and accountability to Brazil’s gambling sector. By restricting advertisements to licensed operators, the government hopes to prevent unregulated operators from gaining a foothold in the country, which could potentially lead to consumer protection issues.
Google’s latest move aligns with these regulatory efforts, ensuring that only those companies that meet Brazil’s legal requirements can advertise their services. As the market officially launches in 2025, these new regulations will likely set a precedent for other tech companies operating in the country, pushing the online gambling sector towards greater transparency and trustworthiness.
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