Conar recommends suspension of bet ads on CazéTV
Conar (National Advertising Self-Regulation Council) recommended the suspension of betting house advertisements broadcast in merchandising actions on CazéTV during live broadcasts of the 2026 World Cup.
The recommendation affects three specific pieces, already exhibited and linked to the companies KTO, Betnacional and Bet365. According to Conar, the advertisements offered offers for specific types of betting presented by narrators, presenters and commentators during the games.
The preliminary decision responds to representations opened by Conar after the agency received complaints from consumers.
Now, Conar wants to determine whether the tone adopted by the presenters misled the public about the real possibility and probability of winning, omitting the risks of the activity.
"The rapporteur granted an injunction yesterday (26/6), recommending the suspension of the dissemination of the advertisements subject to the respective representations, considering the presence of a combination of elements indicative of infringement of the aforementioned principles, in addition to the potential impacts of the disclosure. Although the offers subject to the advertisements under analysis have already expired, dealing with games in live broadcasts, the recommendation indicates a possibly irregular association, constituting a relevant guideline until the merits of the matter are assessed", says Conar, in a statement.
The betting market in Brazil is subject to the rules of the so-called Annex "X" of the Conar code. The set of standards establishes that advertising in the sector must follow strict principles, such as:
- Transparency: clarity about the commercial nature of the action;
- True presentation: prohibition of suggesting easy or certain gains;
- Social responsibility: veto of encouraging exaggeration or pressure to bet;
- Mandatory alerts: age restriction (18+) and warnings about the impact of the activity.
As the advertising pieces were associated with live games that have already taken place, the specific offers have already expired.
To CNN Brasil, CazéTV stated that Conar's demonstration does not require changes in programming and that the agency's recommendation only reinforces practices "that were already being adopted" by the channel.
"The changes implemented by CazéTV in recent days in the way it carries out betting brand activations are already in line with the points highlighted by CONAR. We received the statement calmly and will respond to the body within the established deadline, detailing the measures we have already adopted", he says.
With the formal opening of the processes, CazéTV and the betting platforms KTO, Betnacional and Bet365 will have the opportunity to present their defenses. After the demonstrations, the case will be judged definitively by the Conar Ethics Council.
New format
As CNN Brasil showed, CazéTV decided to change the way it advertises bets during World Cup game broadcasts, following criticism on social media and the opening of a preliminary investigation by the National Consumer Secretariat.
"The sports betting market in Brazil is recent and is constantly maturing. As part of this process, we decided to adopt, from now on, a more specific and conservative standard for betting brand activations," he said in a statement.
The company states that the placement of advertising complies with Brazilian legislation, the guidelines of the National Advertising Self-Regulation Council and good practices in the sector. And it works exclusively with operators regulated by the Ministry of Finance, as required by law.
"CazéTV has always sought to build a close, spontaneous and transparent way of relating to the public and the brands that make its free broadcasts possible. This CazéTV mode, more informal and integrated into the channel's language, is an important part of our identity and the relationship we build with our audience", he says.
Read the full note from CazéTV
"The changes implemented by CazéTV in recent days in the way it carries out betting brand activations are already in line with the points highlighted by CONAR.
"We received the manifestation calmly and will respond to the body within the established deadline, detailing the measures we have already adopted.
"We believe that the sports betting market in Brazil is still in the process of maturing and that this debate contributes to the evolution of practices in the sector. It was in this spirit that we decided to adopt a new standard for activations in this segment.
"We emphasize that all advertising broadcast by CazéTV complies with Brazilian legislation, CONAR guidelines and is carried out exclusively with operators licensed and authorized by the Ministry of Finance"
Source: CNN