{"id":394656,"date":"2025-05-29T11:47:19","date_gmt":"2025-05-29T11:47:19","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=394656"},"modified":"2025-05-30T11:48:58","modified_gmt":"2025-05-30T11:48:58","slug":"a-industria-de-apostas-no-brasil-esta-em-polvorosa-conforme-o-senado-aprova-restricoes-de-anuncios","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/regulacao-de-marketing\/a-industria-de-apostas-no-brasil-esta-em-polvorosa-conforme-o-senado-aprova-restricoes-de-anuncios\/","title":{"rendered":"A ind\u00fastria de apostas no Brasil est\u00e1 em polvorosa mediante as press\u00f5es do Senado pelas restri\u00e7\u00f5es de an\u00fancios"},"content":{"rendered":"\n

O Senado aprovou v\u00e1rias restri\u00e7\u00f5es \u00e0 publicidade de jogos de azar que pro\u00edbem endossos de celebridades, limitam patroc\u00ednios esportivos e imp\u00f5em marcos de publicidade.<\/p>\n\n\n\n

Na quarta-feira, a Comiss\u00e3o do Esporte aprovou uma proposta<\/a> que adicionaria uma s\u00e9rie de novas restri\u00e7\u00f5es aos an\u00fancios de bets no Brasil<\/a>.<\/p>\n\n\n\n

O pr\u00f3ximo passo seria a vota\u00e7\u00e3o final do Comit\u00ea de Comunica\u00e7\u00e3o e Direito Digital (CCDD). No entanto, a CCDD ainda n\u00e3o est\u00e1 em funcionamento, e por isso o Projeto de Lei 2.985\/2023<\/a> foi encaminhado \u00e0 Plen\u00e1ria do Senado com urg\u00eancia. O Senado votou, ent\u00e3o, a favor do projeto de lei.<\/p>\n\n\n\n

O senador Carlos Portinho alterou o projeto de lei, retirando a proibi\u00e7\u00e3o inicial de publicidade de bets. As mudan\u00e7as autorizam o patroc\u00ednio limitado de equipes esportivas e est\u00e1dios, bem como algumas faixas hor\u00e1rias de propaganda de m\u00eddia.<\/p>\n\n\n\n

Udo Seckelmann, head e gambling & crypto do escrit\u00f3rio de advocacia Bichara e Motta Advogados, disse \u00e0 iGB que as altera\u00e7\u00f5es ao projeto de lei s\u00e3o importantes para amenizar a rea\u00e7\u00e3o do setor de bets no Brasil.<\/p>\n\n\n\n

“A proposta inicial de uma proibi\u00e7\u00e3o completa da publicidade de jogos de azar n\u00e3o foi apenas desproporcional, mas tamb\u00e9m desconectada da realidade regulat\u00f3ria estabelecida pela Lei n\u00ba 14.790\/2023”, disse Seckelmann.<\/p>\n\n\n\n

“Uma proibi\u00e7\u00e3o generalizada teria prejudicado o desenvolvimento do mercado legal, empurrando os apostadores para plataformas n\u00e3o regulamentadas e prejudicado significativamente as partes interessadas, como entidades esportivas, meios de comunica\u00e7\u00e3o e ag\u00eancias de marketing.”<\/p>\n\n\n\n

Retrocesso no projeto de lei de bets no Brasil<\/strong><\/h2>\n\n\n\n

O Instituto Brasileiro de Jogo Respons\u00e1vel (IBJR) respondeu dizendo que estava profundamente preocupado com o Projeto de Lei 2.985\/2023, alertando que suas “severas restri\u00e7\u00f5es” abririam o campo para o mercado ilegal.<\/p>\n\n\n\n

O IBJR afirmou que an\u00fancios legais informam o p\u00fablico e ajudam os cidad\u00e3os a identificar plataformas regulamentadas que est\u00e3o proporcionando um ambiente de jogo mais seguro para as alternativas do mercado negro.<\/p>\n\n\n\n

“A proposta enfraquece a comunica\u00e7\u00e3o entre empresas de apostas legalizadas e apostadores, comprometendo a sustentabilidade de um setor regulamentado comprometido com o jogo respons\u00e1vel”, disse o IBJR, em um comunicado<\/a> nas redes sociais.<\/p>\n\n\n\n

Clubes de futebol tamb\u00e9m atacam as restri\u00e7\u00f5es de propaganda.<\/p>\n\n\n\n

Em um comunicado conjunto<\/a> compartilhado com a Games Magazine Brasil por v\u00e1rios clubes importantes, as equipes expressaram sua oposi\u00e7\u00e3o \u00e0s restri\u00e7\u00f5es, alertando para o perigo econ\u00f4mico.<\/p>\n\n\n\n

Os clubes chamaram o projeto de “proibi\u00e7\u00e3o disfar\u00e7ada como limita\u00e7\u00e3o”, explicando que o setor esportivo brasileiro perde cerca de R$ 1,6 bi (US$281 mi) por conta disso.<\/p>\n\n\n\n

\u201cA proibi\u00e7\u00e3o da exposi\u00e7\u00e3o da marca de operadores em sinaliza\u00e7\u00e3o est\u00e1tica de propriedades em locais esportivos, conforme inclu\u00edda na reda\u00e7\u00e3o do substitutivo, elimina fluxos de receita cruciais para os clubes. As perdas financeiras ser\u00e3o significativas mesmo para os grandes clubes”, afirmaram os clubes.<\/p>\n\n\n\n

As equipes tamb\u00e9m acrescentaram que as novas regras poderiam ser prejudiciais para a sobreviv\u00eancia de clubes menores.<\/p>\n\n\n\n

Al\u00e9m disso, os clubes alertaram que as equipes podem enfrentar n\u00e3o apenas o colapso financeiro, mas uma batalha jur\u00eddica. Isso se deve \u00e0 proibi\u00e7\u00e3o da sinaliza\u00e7\u00e3o est\u00e1tica nos est\u00e1dios. O comunicado observou que muitas equipes j\u00e1 assinaram contratos de longo prazo com operadores, que agora precisam ser renegociados ou encerrados.<\/p>\n\n\n\n

Limita\u00e7\u00e3o da comunica\u00e7\u00e3o<\/strong><\/h2>\n\n\n\n

Seckelmann afirmou que, se o projeto de lei fosse promulgado como a vers\u00e3o aprovada pela comiss\u00e3o, ele imporia mais limita\u00e7\u00f5es na forma como os operadores de bets se comunicam com o p\u00fablico.<\/p>\n\n\n\n

Isso afetaria os acordos de m\u00eddia e o reconhecimento da marca, que s\u00e3o essenciais para criar um mercado competitivo, mas regulamentado.<\/p>\n\n\n\n

\u201cA experi\u00eancia internacional mostra que essas restri\u00e7\u00f5es n\u00e3o costumam produzir os resultados pretendidos em termos de sa\u00fade p\u00fablica\u201d, disse Seckelmann.<\/p>\n\n\n\n

“Um exemplo claro \u00e9 a It\u00e1lia, onde o Decreto Dignit\u00e0 de 2018 imp\u00f4s uma proibi\u00e7\u00e3o geral da publicidade de jogos de azar. Apesar da medida, estudos e dados governamentais n\u00e3o revelaram nenhuma redu\u00e7\u00e3o significativa nas taxas de problemas com jogos de azar. Em vez disso, a proibi\u00e7\u00e3o prejudicou os operadores regulamentados, ao passo que as atividades de apostas ilegais continuaram a prosperar.\u201d<\/p>\n\n\n\n

Mudan\u00e7as no projeto de lei perante o Senado<\/strong><\/h2>\n\n\n\n

De acordo com o projeto de lei alterado de Portinho, os an\u00fancios de apostas durante transmiss\u00f5es ao vivo de eventos esportivos seriam proibidos.<\/p>\n\n\n\n

O uso de artistas, influenciadores ou atletas tamb\u00e9m seria restrito na publicidade. Uma exce\u00e7\u00e3o s\u00e3o os atletas cuja carreira tenha acabado com cinco anos de anteced\u00eancia.<\/p>\n\n\n\n

Os an\u00fancios de apostas s\u00f3 ser\u00e3o permitidos em sites de m\u00eddia abertos e de assinatura entre as 19h30 e meia-noite. Da mesma forma, os an\u00fancios de r\u00e1dio ficam restritos entre as 9h e as 11h e entre as 17h e as 19h30.<\/p>\n\n\n\n

Uma exce\u00e7\u00e3o importante \u00e0 proibi\u00e7\u00e3o de publicidade de apostas em est\u00e1dios e instala\u00e7\u00f5es de esportes no texto do projeto de lei \u00e9 que ele permite que os operadores de apostas que s\u00e3o patrocinadoras oficiais de um est\u00e1dio ou equipe esportiva fa\u00e7am publicidade. Haver\u00e1 uma limita\u00e7\u00e3o de um por equipe quando se trata de kits.   <\/p>\n\n\n\n

O senador Portinho disse que as restri\u00e7\u00f5es de an\u00fancios de jogos de azar eram necess\u00e1rias devido \u00e0 incapacidade do setor de apostas de se autorregular.<\/p>\n\n\n\n

\u201cUm ano ap\u00f3s a aprova\u00e7\u00e3o dessa lei, nossa sociedade est\u00e1 doente, est\u00e1 completamente viciada em apostas\u201d, disse Portinho. “Os clubes de futebol s\u00e3o viciados em apostas. As empresas de comunica\u00e7\u00e3o s\u00e3o viciadas em apostas, publicidade, dinheiro que recebem das bets.<\/p>\n\n\n\n

E com essa pandemia, cabe a n\u00f3s impor disciplina.”<\/p>\n","protected":false},"excerpt":{"rendered":"Com a aprova\u00e7\u00e3o pelo Senado das novas restri\u00e7\u00f5es aos an\u00fancios de apostas, a ind\u00fastria expressou suas preocupa\u00e7\u00f5es com as medidas potencialmente ben\u00e9ficas para o mercado negro.","protected":false},"author":346,"featured_media":394658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[58,11359,10172,11365,11362,43,46,11368,11378],"tags":[11221,11544,9416,11222],"company_relation":[],"content_series":[],"content_type":[102],"region":[215,210],"theme":[],"class_list":["post-394656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apostas-esportivas","category-jogos","category-jogos-offshore","category-juridico","category-juridico-conformidade","category-marketing-afiliados","category-regulacao-de-marketing","category-regulamentacao","category-regulamentacao-de-jogos","tag-brasil","tag-brasil-senado","tag-ibjr","tag-instituto-brasileiro-de-jogo-responsavel","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"\nA ind\u00fastria de apostas 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