Google to block ads from betting platforms without government authorization in Brazil

Google will begin blocking ads from sports betting and online gambling operators in Brazil who do not obtain authorization from the Ministry of Finance, in compliance with new regulatory measures aimed at curbing illegal gambling and promoting responsible gaming.

Starting Monday (September 30), sports betting operators, known locally as "Bets," must secure government approval to continue advertising on Google platforms. This move aligns with Brazil's efforts to combat gambling addiction and eliminate unregulated betting platforms.

Only those companies that have already requested authorization to operate from the government will be able to continue their activities between October and December.

To advertise on Google, platforms will now also require a Google certification, which can be obtained upon request. Horse racing and lottery operators must also renew their certifications under these new guidelines.

In addition, gambling aggregators will no longer be permitted to advertise in Brazil after September 30.

The changes follow comments by Central Bank President Roberto Campos Neto, who noted the institution is closely monitoring risks associated with the rise of online betting, particularly defaults. He expressed concern over the use of digital wallets and PIX, a popular real-time payment system in Brazil, for facilitating gambling payments.

On a separate front, the federal government is exploring measures to prevent Bolsa Família social program funds from being used for online betting. Options under review include blocking the social program card for betting payments and transferring benefit ownership to prevent misuse.