Flutter Brazil has formalized its entry into IAB Brasil, becoming a member of the country’s leading digital marketing association as the betting industry seeks to professionalize its advertising practices.
The Brazilian arm of Flutter Entertainment, which operates Betnacional and Betfair, joins an ecosystem of more than 200 companies that includes advertisers, agencies and technology platforms active across the digital advertising supply chain.
By joining IAB Brasil, Flutter Brazil gains access to working groups and committees focused on developing advertising metrics, combating digital fraud and strengthening brand safety.
According to the company, the decision reflects an alignment with Flutter’s betting brands with globally recognized ethical and technical standards.
Alvaro Garcia, CMO at Flutter Brazil, said the partnership is a key step in ensuring responsible advertising in the sector.
“Being aligned with global digital advertising standards is a priority, and we believe that the exchange with IAB will help raise transparency across the industry.”
As operators compete for customer acquisition under tighter regulatory oversight, adherence to recognized best practices is increasingly seen as a strategic asset.
The announcement follows other recent organizational and leadership moves by Flutter Brazil, including the addition of its new performance, SEO and growth marketing lead.
IAB Brasil is part of the global Interactive Advertising Bureau network, which operates in 45 countries and plays a key role in shaping digital advertising standards worldwide.
Through its participation, Flutter Brazil aims not only to adapt to existing guidelines but also to contribute to discussions on sustainable and responsible marketing in the online entertainment and betting sectors.
Operators in Brazil spent an estimated $290m on advertising in 2025
