The practices for a responsible online casino affiliate in Brazil

The practices described below are specifically aimed at online casino affiliates who focus on entering into partnerships with in Brazil licensed gambling providers. The online casino affiliate is required to comply with all the points below.

1. Channelling objectives

  • The affiliate is only allowed to advertise for online gambling operators licensed by the Ministério da Fazenda in Brazil. Advertising unlicenced operators is not permitted.
  • Advertisements promoting licensed gambling operators must provide clear and objective descriptions or representations of the operator and its services.
  • In the event an unlicensed operator is mentioned it should be purely objective and factual, stating that the operator does not have a license in Brazil and that their services are not available and are prohibited in Brazil.

2. Responsible Advertising Practices

  • The affiliate must include a prominent 18+ warning or the warning phrase “Proibido para menores de 18 anos” on all website pages and advertising communications, ensuring that individuals younger than 18 are clearly discouraged from gambling and clearly indicating that individuals younger than 18 are not the target demographic of the affiliate activities.
  • The affiliate shall not target vulnerable groups, including people under the age of 18 and those suffering from gambling addiction, pathological gambling disorders and consumers which have excluded themselves from playing games of chance or are excluded by court order.
  • The affiliate must contain warning phrases in its advertising about the risk of gambling addiction and pathological gambling disorders.
  • Warning phrases must be clear, legible and proportional to the rest of the communication and advertising activity and have a minimum of 10% of the length or size of the advertisement.

3. Balanced and Responsible Content Design

  • The affiliate must not present gambling as socially attractive or contain statements by well-known personalities or celebrities that suggest that gambling contributes to personal or social success, to improve financial conditions or to win back losses made in previous bets.
  • The affiliate is prohibited from promoting gambling in at least the form of the following messages; Encouraging excessive gambling activities, call to actions which suggest that immediate action is needed, presenting betting as a priority in life, linking bets to illegal or discriminatory attitudes or behaviour, containing false or misleading information, showing misleading statements about the odds of winning, use messages of sexual nature, the objectification of physical attributes, contribute to offending cultural beliefs or traditions of the country including those contrary to betting.
  • The affiliate does not have gambling advertising where the predominant message regards; medical and psychological care, all levels of education and other environments intended for attendance by people under 18 years of age.
  • Affiliate must abstain from suggesting or inducing the belief that: betting is an act or sign of virtue, courage, maturity or associated with any personal quality, that betting may constitute to a social, professional or personal problems, that betting may constitute an alternative to employment, a solution to financial problems, a source of additional income or a form of financial investment, that skill, dexterity or experience may influence the outcome of a bet on a sporting or online gambling event.
  • Advertising cannot: include the participation of a person who is or appears to be under the age of 18, be aimed at children or adolescents or have these demographics as their target audience, be broadcasted in media or programs where people under the age of 18 constitute the main audience or on a website with an audience profile of people under the age of 18, use images of children or adolescents or elements particularly appealing to those under 18 years of age, associate bets with cultural activities for children and adolescents.

4. Supporting Responsible Gambling Initiatives

  • The affiliate must provide users with at least one link to gambling addiction help resources through its footer. A link to a dedicated page about gambling addiction is also approved.
  • No advertising or promotional material should be present on pages dedicated to responsible gambling information.

QMRA is more than just a logo

Behind QMRA, there is a team of legal specialists. Applicants for QMRA can rely on actual compliance checks of their websites. These checks are conducted annually, in addition to random sampling. This demonstrates that an affiliate with QMRA operates in accordance with the applicable legislation within the respective jurisdiction.