Google Revises Its Gambling Policy for Brazil's Licensed Operators

Details of the Initiative

According to Google’s recently published announcement, any brand holding a gambling licence from Brazil’s industry authority is permitted to distribute its products via the Play Store. Furthermore, it is indicated that these companies are privileged to utilise Google Ads tools.

Each niche application will be carefully reviewed to ensure compliance with current laws and the latest regulations of the Brazilian authorities. In particular, the licensing requirements issued by the local Ministry of Finance’s SPA agency will be specifically considered during the evaluation.

As outlined in the statement, the upgraded policy covers all kinds of digital content:

• lotteries;
• horse races;
• casino games;
• traditional betting;
• daily fantasy sports.

Reasons Behind the Policy Amendment

Ongoing lobbying by certified operators and industry regulators influenced the tech giant’s decision. With over half of Brazil’s market still dominated by shadow portals, this initiative could serve as a valuable instrument for enhancing transparency and reducing the influence of illicit firms.

Google’s updated policy mandates that entrepreneurs equip gamblers with an active link to the Play Store app, which must feature the officially registered domain name.

Furthermore, niche brands must obtain specific certification from Google. Only then can they launch advertising campaigns employing the corporation’s marketing services.

Legal Foundation of the Initiative

The innovations fully align with the bill, overseen by Congressman Bacelar, which is now under review in the country’s Chamber of Deputies. The main goal of this document is to improve market regulation and ensure that industry platforms comply with national standards.

If enacted, the project will greatly bolster user protection and enhance government oversight of the digital gambling sector within the state.

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