At the BiS SiGMa South American Congress in 2026, experts discussed the rapid evolution of advertising regulation, especially in the light of the rapid changes in the Brazilian market, on the theme “Responsible advertising for the game and the lottery market”.
According to Mariana Canebli, Director General of the TQJ Grupo Market, regulation can actually stimulate creativity in the area of marketing and help to keep advertising both effective and accountable. She said: “Regulation does not hinder creativity. Indeed, it has prompted us to develop innovative advertising activities that are consistent with the values that we want the industry to hold.” Udo Sekelman, Chief of Encryption Money Operations at Bichara and Motta, spoke about legal challenges and changing rules in Brazil’s regulatory environment. He stressed the need for industry to adapt continuously to consumer preferences and to apply new technologies. “As an industry, we must embrace education, not just regulation. This is to create a sustainable and responsible market that can flourish in the long term.”
Vitor Hugo, Legal Director of the National Committee for the Self-regulation of Advertising in Brazil, explained how the organization helped to promote ethical advertising. He indicated that the advertising industry in Brazil had grown significantly over the years. “Responsible advertising has gone through various stages of implementation, and we are now in a consolidation phase, constantly adapting to new challenges.” Senior executive Benitez of the marketing agency stated that while challenges remained, it was important for the industry to work together to maintain accountability for advertising. “The rise of digital platforms presents unique challenges, but also provides an opportunity to set higher standards and develop ethical advertising in the field of games.”
The discussion concluded by urging the industry to make responsible advertising a top priority of its marketing strategy. Brazil ‘ s legislation provided a solid foundation, but participants agreed that continued education and compliance with responsible practices were key to sustainable markets. The growing importance of industry development, balanced innovation, freedom of advertising and ethical communication is growing. Regulators, operators and advertisers need to work together to maintain this balance.
