Senacon investigates CazéTV for advertising bets during World Cup broadcast

The National Consumer Secretariat (Senacon) is investigating the possibility of "misleading or abusive advertising" by CazéTV during World Cup broadcasts.
"The use of promotional strategies associated with sporting events of great popular appeal, the offering of promotional advantages linked to placing bets, the dissemination of increased odds accompanied by comments designed to reinforce their attractiveness and the association between the practice of betting and affective values linked to football constitute circumstances that justify the analysis of their compatibility with the principles of responsible gaming, transparency, good faith and protection of consumer vulnerability", stated the agency.
The document with the full reasons that led Senacom to investigate the channel was filed last Thursday (25) and released this Sunday (28).
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CazéTV was contacted by g1, but did not respond until the publication of this report. The space remains open.
The body also stated that it must analyze the "participation of narrators and commentators" in the dissemination of advertising actions by sports venues as they use "expressions encouraging the placing of bets and the disclosure of specific promotional conditions". of the content, as well as the existence of technical and informational elements capable of justifying the messages transmitted to the consuming public", says the notification.
Among the reasons given, the organization cites three examples during the broadcasts of World Cup matches on the channel, only from the second round.
➡The first was in the match between England and Ghana during the broadcast of advertising during one of the breaks in the match for hydration;
➡ Another case highlighted was during the Argentina and Austria game in which "CazéTV commentators highlighted that the platform would offer the bettor a 'second chance', reinforcing the attractiveness of the offer and encouraging immediate adherence to the announced promotion";
➡The last example brought was from the match between Uruguay and Cape Verde, in which the operator's "advertising action built on the association between the Brazilian people's passion for football and sports betting, containing an incentive for spectators to place bets through the said platform". consumer".
"The rule prohibits, among other conduct, advertising actions that suggest obtaining easy winnings, encourage excessive betting practices, contain calls for action suggesting immediate action on the part of the bettor, contain false or misleading information, convey misleading statements about winning probabilities, induce the belief that betting constitutes a sign of success, virtue, courage or maturity [...]", he stated.
The secretariat also gave the company a period of five days to clarify whether the advertising campaigns broadcast by CazéTV in the World Cup game broadcasts were produced, in whole or in part, by the company itself, by third-party agencies or by the advertised betting operators, indicating the participation of those involved.
In addition, the company will have to clarify:
whether the advertising pieces broadcast by CazéTV in the 2026 FIFA World Cup game broadcasts are defined exclusively by the betting operating agents, based on a contractual relationship signed between the parties, and whether the opinions and incentives promoted by commentators are restricted to reproducing what was contractually defined with the contracting operating agent;
what are the internal procedures adopted by the company for legal, regulatory and compliance analysis of advertising pieces related to fixed odds bets before their broadcast;
if there was a specific assessment regarding the compatibility of the advertising pieces subject to this investigation with the principles of responsible gaming and consumer protection, forwarding the respective records, opinions or documents evidence;
Conar Recommendation
This Friday (26), the National Advertising Self-Regulation Council (Conar) recommended the suspension of three betting house advertisements broadcast in merchandising actions on CazéTV during World Cup broadcasts.
The recommendation refers to three specific pieces, already shown, linked to the companies KTO, Betnacional and Bet365. According to Conar, the advertisements brought offers of specific types of betting presented by narrators, presenters and commentators during the games.
In practice, the preliminary suspension of Conar works as a preventive measure: three specific pieces of betting, already shown on CazéTV, must be taken off the air until the final analysis of the case. After the companies' statements, the Ethics Council assesses whether there was an irregularity and can archive the processes, request adjustments or recommend the withdrawal of the advertisements.
The council also highlighted that, since December 2023, the Brazilian Advertising Self-Regulation Code has specific rules for betting advertisements. These standards provide that the sector's advertising must be clear about its commercial nature, cannot mislead the consumer about chances of winning, must avoid pressure to bet and must protect vulnerable audiences, especially children and adolescents.

Source: G1