{"id":392577,"date":"2024-03-09T11:27:00","date_gmt":"2024-03-09T11:27:00","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=392577"},"modified":"2024-12-10T18:11:36","modified_gmt":"2024-12-10T18:11:36","slug":"anjl-recomenda-publicidade-clara-para-incentivar-a-migracao-para-o-mercado-legal-de-apostas-no-brasil","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/anjl-recomenda-publicidade-clara-para-incentivar-a-migracao-para-o-mercado-legal-de-apostas-no-brasil\/","title":{"rendered":"ANJL recomenda publicidade clara para incentivar a migra\u00e7\u00e3o para o mercado legal de apostas no Brasil"},"content":{"rendered":"\n

O Brasil est\u00e1 prestes a lan\u00e7ar seu mercado legal de jogos de azar online<\/a> em 1\u00ba de janeiro de 2025. No entanto, os longos atrasos na jornada do Brasil para a regulamenta\u00e7\u00e3o das apostas levaram a uma prolifera\u00e7\u00e3o de sites estrangeiros nos \u00faltimos anos.<\/p>\n\n\n\n

Em um artigo de opini\u00e3o para a Folha<\/a>, Lemos Jorge afirmou que a publicidade era a melhor forma para os operadores aumentarem a canaliza\u00e7\u00e3o para o mercado legal. Ele pediu uma \u0093comunica\u00e7\u00e3o eficaz e clara\u0094 que mostrasse que o jogo \u00e9 apenas para divers\u00e3o e n\u00e3o como uma maneira s\u00e9ria de ganhar dinheiro.<\/p>\n\n\n\n

\u0093Somente a publicidade pode fazer essa distin\u00e7\u00e3o. Caso contr\u00e1rio, os apostadores escolhem plataformas ilegais, que pagam pr\u00eamios melhores porque n\u00e3o pagam impostos e n\u00e3o est\u00e3o sujeitas a regras rigorosas”, observou Lemos Jorge.<\/p>\n\n\n\n

Como o Brasil regulamentar\u00e1 a publicidade de jogos de azar?<\/h2>\n\n\n\n

O governo publicou em julho a Portaria Normativa n\u00ba 1.231<\/a> para implementar v\u00e1rias exig\u00eancias de jogo respons\u00e1vel, com foco especial no marketing. Ela determinou que os operadores \u0093agissem diligentemente\u0094<\/a> ao n\u00e3o apresentar o jogo como \u0093socialmente atraente\u0094. Como resultado, o marketing por influenciadores foi proibido.<\/p>\n\n\n\n

As regras provavelmente surgiram ap\u00f3s uma investiga\u00e7\u00e3o sobre influenciadores que promoviam fortemente o ca\u00e7a-n\u00edquel asi\u00e1tico Fortune Tiger por meio de seus canais de m\u00eddia social. Um esquema envolvendo a promo\u00e7\u00e3o desse ca\u00e7a-n\u00edquel resultou na perda de dinheiro por muitos jogadores jovens.<\/p>\n\n\n\n

A Portaria n\u00ba 1.231 tamb\u00e9m estabeleceu uma proibi\u00e7\u00e3o de marketing que poderia atingir menores de idade, com toda a publicidade de apostas sendo obrigada a exibir o s\u00edmbolo \u009318+\u0094, al\u00e9m de mensagens destacando os riscos do jogo.<\/p>\n\n\n\n

Os patroc\u00ednios, que tamb\u00e9m se mostraram um tema controverso, devem identificar claramente os operadores e se abster de apelar para as crian\u00e7as. Os logotipos dos operadores n\u00e3o podem ser exibidos em produtos ou artigos destinados \u00e0 venda para crian\u00e7as.<\/p>\n\n\n\n

A super-regulamenta\u00e7\u00e3o da publicidade de jogos de azar pode empurrar os jogadores para o mercado negro?<\/h2>\n\n\n\n

O governo afirmou em agosto ter iniciado uma guerra contra o mercado ilegal de jogos de azar<\/a>, trabalhando com gigantes das redes sociais para bloquear sites de jogos de azar ilegais de fazerem publicidade em suas plataformas.<\/p>\n\n\n\n

Lemos Jorge levantou preocupa\u00e7\u00f5es sobre as restri\u00e7\u00f5es \u00e0 publicidade impactando as taxas de canaliza\u00e7\u00e3o no mercado legal.<\/p>\n\n\n\n

Ele est\u00e1 preocupado que a super-regulamenta\u00e7\u00e3o possa empurrar os jogadores para o mercado negro e aponta Alemanha e It\u00e1lia como exemplos de regulamenta\u00e7\u00f5es rigorosas de publicidade que levaram ao aumento da atividade no mercado negro. A It\u00e1lia imprimiu uma proibi\u00e7\u00e3o total de publicidade de jogos de azar<\/a> em janeiro de 2019, enquanto a Alemanha viu um endurecimento consider\u00e1vel nas restri\u00e7\u00f5es \u00e0 publicidade em junho de 2023<\/a>.<\/p>\n\n\n\n

\u0093\u00c9 hip\u00f3crita dizer \u0091vamos impedir a publicidade de jogos de azar no Brasil\u0092, pois tal proibi\u00e7\u00e3o garantiria a opera\u00e7\u00e3o apenas de jogos de azar ilegais. E este \u00e9 o caminho que muitos setores t\u00eam defendido, seja por falta de informa\u00e7\u00e3o ou por interesses ocultos”, afirmou.<\/p>\n\n\n\n

Lemos Jorge apontou para um recente estudo da International Betting Integrity Association (IBIA)<\/a> que destacou a import\u00e2ncia de permitir a publicidade de jogos de azar para impulsionar as taxas de canaliza\u00e7\u00e3o, observando que o Brasil deveria considerar essas conclus\u00f5es.<\/p>\n\n\n\n

\u0093O Brasil precisa seguir por esse caminho,\u0094 acrescentou Lemos Jorge. \u0093N\u00e3o h\u00e1 como educar os apostadores sem uma publicidade adequada.<\/p>\n\n\n\n

\u0093Esconder ou negar a exist\u00eancia de sites de apostas significa deixar milh\u00f5es de apostadores no escuro. A \u00fanica forma de avan\u00e7ar \u00e9 com uma boa regulamenta\u00e7\u00e3o, para que a parte correta do mercado se torne a maior parte dele.\u0094<\/p>\n","protected":false},"excerpt":{"rendered":"Pl\u00ednio Lemos Jorge, presidente da Associa\u00e7\u00e3o Nacional de Jogos e Loterias (ANJL), aconselhou os operadores licenciados a utilizarem publicidade clara para ajudar os jogadores a distinguir os sites regulamentados do mercado negro.","protected":false},"author":49,"featured_media":388475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[11365,11362,45,43,46,11368],"tags":[9443,2628],"company_relation":[],"content_series":[],"content_type":[102],"region":[215],"theme":[],"class_list":["post-392577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-juridico","category-juridico-conformidade","category-marketing","category-marketing-afiliados","category-regulacao-de-marketing","category-regulamentacao","tag-anjl","tag-brazil","content_type-noticias","region-brasil","pmpro-has-access"],"acf":[],"yoast_head":"\nANJL recomenda publicidade clara para incentivar a migra\u00e7\u00e3o para o mercado legal de apostas no Brasil - 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