Brazil won't allow influencers to promote gambling under new law
Social media continues to come under greater scrutiny, especially for those interested in gambling advertising. Brazil may soon join the growing list of countries that marginalize gambling-related influencers.
Brazil's House of Representatives Communications Committee approved Bill 3915/2023 on Wednesday. The proposed law imposes strict restrictions on digital influencers involved in promoting unregulated gambling.
The move, which joins a similar but more restrictive decision in France, comes in response to growing concerns about the negative impact of gambling advertising on social media platforms. It focuses on the potential for the campaign to have a negative impact on followers, especially young people.
There are concerns that such promotions could result in significant financial losses that would not be recouped. There are also growing concerns that in extreme cases this could lead to poor mental health and even suicide.
Transfer of Responsibility
The bill contains clear guidelines on advertising. It highlights the responsibility of digital influencers to ensure their content does not support or promote unregulated gambling activities.
In addition, it requires that all advertising conducted by foreign companies must comply with Brazilian laws regarding billing and endorsements. The scope of the measure includes all forms of publishing on social networks, including videos, live broadcasts, stories and other formats.
Internet application providers (Twitch, YouTube, TikTok, etc.) will also have to cooperate with authorities to monitor and promptly remove content that violates the provisions of the proposed law. Establish channels for accepting complaints and respond promptly to illegal activities.
The transformation of social media continues
This legislative initiative has significant implications for regulating content distributed by digital influencers and could potentially provide social media users with protection from potentially harmful advertising practices. The focus here is the need for responsible content distribution.
The draft law provides for a range of sanctions for non-compliance with the proposed regulations. Possible penalties include warnings and hefty fines, which can amount to 2% of the legal entity's turnover, with a cap of R$50 million ($10.18 million).
Violations may also result in a permanent ban from influencer status. However, it is unclear how Brazil will enforce this regulation.
At the next stage, the bill will be referred to the Committee on Finance and Taxation (CFT) and then to the Committee on Constitution and Justice (CCJ). The proposal will be subject to further review before being voted on in plenary session.
As this legislative proposal moves through various stages of review, it is likely to become more comprehensive. It has the potential to set an important precedent for content control by digital influencers around the world.
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Source: www.casino.org
