New rules for online betting advertising — known as bets — come into effect this Friday (17). As a result, all bet advertising will be accompanied by a warning, similar to what happens with advertisements for cigarettes and alcoholic beverages. Advertisements must warn about the risks associated with addiction and pathological gambling disorders, with one of the following mandatory warning phrases: "Ministry of Finance warns: Betting can cause addiction"; "Ministry of Finance warns: Betting makes you lose money"; or "Ministry of Finance warns: Betting is not an investment". Government establishes new rules for betting advertising In addition, the warning must be horizontal, clear, legible and proportional to the rest of the communication and advertising action, and have a minimum of 10% of the length or size of the advertisement. The measures were announced by Finance Minister Dario Durigan last week. At the time, he said that tolerance for illegal betting is "zero". "We place restrictions on betting advertising in the country. I don't need to say, because it's raining on the wet, our zero tolerance for illegal bets. So, illegal betting is not authorized under any measure, nor are advertisers or media outlets authorized to broadcast any advertising involving a company not authorized to operate in the market", stated the Minister of Finance. New rules In addition to implementing the warning in advertising, the federal government published an ordinance last week defining new rules on the content of betting advertising. The text prohibits advertising actions from issuing strategies, technical opinions or analyzes that could "induce or influence the placing of fixed-odd bets on a specific event or betting market". Fortune Tiger slot game, known as the little tiger game Matheus Moreira The ordinance also prohibits advertisements that: suggest obtaining an easy win or present the bet as a sign of virtue, personal, social or financial success, as a priority in life or as socially attractive conduct, including through statements by well-known personalities or celebrities; present betting as a source of income, form of investment, alternative to employment, solution to personal, social or financial problems or a means of recovering amounts lost in previous bets or other financial losses; encourage excessive betting practices or contain calls to action, including promotional mechanics, that suggest immediate action on the part of the bettor; contain false or misleading information, including regarding the odds of winning or the possibility of the bettor's skill, dexterity or experience influencing the outcome of the bet; link bets to illegal or discriminatory attitudes or behaviors, use messages of a sexual nature or the objectification of physical attributes or offend cultural beliefs or traditions of the country; and are directed, directly or indirectly, to children and adolescents. These measures came into force last week.