CazéTV revamps betting ads after investigation

CazéTV has changed the way it promotes betting operators during its World Cup broadcasts.

After criticism from viewers and an investigation launched by Brazil’s consumer protection authorities, the broadcaster said it would adopt a “more specific and conservative” approach to betting advertising, moving away from the integrated style that has become a hallmark of its sports coverage.

“CazéTV has always sought to build a close, spontaneous and transparent way of relating to the public and the brands that make its free broadcasts possible. This CazéTV mode, more informal and integrated into the channel's language, is an important part of our identity and the relationship we build with our audience,” stated the company.

The move comes soon after Brazil’s National Consumer Secretariat (Senacon), part of the Ministry of Justice and Public Security, opened a preliminary investigation into possible abusive betting advertising during CazéTV’s World Cup broadcasts.

Senacon cited three separate World Cup broadcasts in its investigation, alleging that betting promotions went beyond standard advertising by encouraging immediate participation through enhanced odds, QR codes and promotional offers.

One example involved a match between Argentina and Austria, where commentators highlighted boosted odds offered by Betnacional and described the promotion as giving bettors a “second chance”. 

“The sports betting market in Brazil is recent and constantly maturing. As part of this process, we have decided to adopt, from now on, a more specific and conservative standard for activations of betting brands,” concluded the broadcaster.

“In practice, activations in this segment will follow a more traditional advertising format, preserving the spontaneity that characterizes the channel in all other segments.”