{"id":396440,"date":"2026-05-01T14:57:12","date_gmt":"2026-05-01T14:57:12","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=396440"},"modified":"2026-05-01T14:57:13","modified_gmt":"2026-05-01T14:57:13","slug":"publicidade-formal-das-bets-e-uma-ferramenta-para-proteger-o-apostador-brasileiro","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/apostas-esportivas\/publicidade-formal-das-bets-e-uma-ferramenta-para-proteger-o-apostador-brasileiro\/","title":{"rendered":"SPA e operadores defendem publicidade das bets como ferramenta de prote\u00e7\u00e3o ao cliente no Brasil"},"content":{"rendered":"\n

O F\u00f3rum de Pol\u00edticas P\u00fablicas do Interactive Advertising Bureau (IAB) reuniu Hugo Baungartner (Esportes da Sorte), Guilherme Figueiredo, (Betano) e Renato Pucci (Minist\u00e9rio da Fazenda). No evento aconteceu o painel \u201cPublicidade em apostas online: os limites da regula\u00e7\u00e3o e o desafio da reputa\u00e7\u00e3o setorial\u201d. Ele foi mediado por Gustavo Borges (IAB Brasil) e destacou o crescimento do mercado e a import\u00e2ncia da publicidade das bets como ferramenta de prote\u00e7\u00e3o ao cliente e para a identifica\u00e7\u00e3o dos operadores licenciados.<\/p>\n\n\n\n

A distin\u00e7\u00e3o entre as apostas legalizadas e o mercado clandestino depende diretamente da publicidade formal, que atua como baliza de seguran\u00e7a ao consumidor. Esse foi o consenso entre a Secretaria de Pr\u00eamios e Apostas (SPA) e representantes do setor durante o F\u00f3rum de Pol\u00edticas P\u00fablicas para Publicidade Digital, que aconteceu esta semana em Bras\u00edlia.<\/p>\n\n\n\n

Publicidade das bets \u00e9 ferramenta de prote\u00e7\u00e3o ao cliente<\/h2>\n\n\n\n

 No painel sobre publicidade em apostas online, o coordenador-geral de Fiscaliza\u00e7\u00e3o de apostas da SPA, Renato Pucci, afirmou: \u201cO pior caminho \u00e9 restringir a publicidade porque isso coloca no mesmo grupo os legais e ilegais. Nossa fun\u00e7\u00e3o \u00e9 equilibrar a regulamenta\u00e7\u00e3o para que todo o ecossistema possa se desenvolver com seguran\u00e7a no Brasil\u201d.<\/p>\n\n\n\n

A ideia faz coro com os outros integrantes da mesa, que contou com Hugo Baungartner, Chief Business Officer (CBO) do Grupo Esportes Gaming Brasil, detentor das marcas Esportes da Sorte, Onabet e Lottu, Guilherme Figueiredo, Rela\u00e7\u00f5es P\u00fablicas da Betano, e modera\u00e7\u00e3o de Gustavo Borges, do IAB Brasil.<\/p>\n\n\n\n

\u201cA publicidade regulada cumpre um papel que vai al\u00e9m do marketing; ela \u00e9, na pr\u00e1tica, um mecanismo de orienta\u00e7\u00e3o. Quando restringimos a comunica\u00e7\u00e3o das marcas licenciadas, criamos um ‘apag\u00e3o de refer\u00eancia’ que s\u00f3 beneficia o infrator. O usu\u00e1rio n\u00e3o deixa de buscar o entretenimento, mas perde a b\u00fassola para diferenciar quem segue regras de quem opera na clandestinidade\u201d, pontuou Baungartner.<\/p>\n\n\n\n

Fiscaliza\u00e7\u00e3o e prote\u00e7\u00e3o da economia popular<\/strong><\/h2>\n\n\n\n

No combate ao mercado ilegal, o coordenador-geral de fiscaliza\u00e7\u00e3o de apostas da SPA citou parcerias relevantes com associa\u00e7\u00f5es do setor e Conselho Nacional Autorregulamenta\u00e7\u00e3o Publicit\u00e1ria (Conar) para evitar a promo\u00e7\u00e3o de plataformas irregulares no mercado digital. \u201cJ\u00e1 recebemos mais de 1.500 notifica\u00e7\u00f5es, cerca de 400 perfis de influenciadores foram removidos e pelo menos 300 conte\u00fados exclu\u00eddos. O problema \u00e9 que alguns destes conte\u00fados se espalham muito r\u00e1pido e j\u00e1 deixaram sua mensagem equivocada no curto per\u00edodo em que estiveram no ar\u201d, afirmou.<\/p>\n\n\n\n

Hugo Baungartner reafirmou o compromisso do Grupo Esportes Gaming Brasil com o futuro do setor: \u201cO mercado regulado quer ser parte da solu\u00e7\u00e3o. Para que o setor seja sustent\u00e1vel, precisamos de seguran\u00e7a jur\u00eddica, educa\u00e7\u00e3o da opini\u00e3o p\u00fablica e uma execu\u00e7\u00e3o regulat\u00f3ria que reconhe\u00e7a a publicidade como um instrumento de prote\u00e7\u00e3o do usu\u00e1rio, e n\u00e3o como um problema em si\u201d.<\/p>\n\n\n\n

Guilherme Figueiredo lembrou que algumas pesquisas j\u00e1 apontaram que os jogadores ainda n\u00e3o t\u00eam uma ideia clara se um operador est\u00e1 licenciado ou n\u00e3o. \u201c\u00c9 importante que ele saiba quem opera de acordo com a regula\u00e7\u00e3o e aqueles que est\u00e3o \u00e0 margem do mercado legal. A publicidade formal \u00e9 quem pode dar a ele essa informa\u00e7\u00e3o\u201d.<\/p>\n\n\n\n

Em s\u00edntese, o painel demonstrou que a publicidade formal das bets licenciadas \u00e9 uma importante ferramenta de prote\u00e7\u00e3o ao cliente.<\/p>\n","protected":false},"excerpt":{"rendered":"A distin\u00e7\u00e3o entre as apostas legalizadas e o mercado clandestino depende diretamente da publicidade formal.","protected":false},"author":3731,"featured_media":396441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[58,64,62,11369,56,53,11359,11362,45,43,46,11368,65,66,2499,71],"tags":[1576,9887,12181,12011,12184,12180,9417],"company_relation":[],"content_series":[],"content_type":[102],"region":[215,210],"theme":[],"class_list":["post-396440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apostas-esportivas","category-apostas-esportivas-fisicas","category-apostas-esportivas-online","category-cassino-online","category-jogo-responsavel","category-jogo-sustentavel","category-jogos","category-juridico-conformidade","category-marketing","category-marketing-afiliados","category-regulacao-de-marketing","category-regulamentacao","category-regulamentacao-de-apostas-esportivas","category-sportsbook","category-tecnologia-de-marketing","category-tecnologia-inovacao","tag-betano","tag-esportes-da-sorte","tag-protecao-ao-apostador","tag-publicidade-das-bets","tag-publicidade-formal-distingue-operador-legal-do-ilegal","tag-regulacao-de-publicidade","tag-spa","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"\nPublicidade 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