Research conducted by the Rede em Jogo project at PUC-Rio, which was made public through The Intercept Brasil on Monday, reveals that an alarming 84% of the betting operators frequently recommended on Instagram are illegal in Brazil. The analysis examined over 55,000 Instagram accounts, cross-referencing the findings with the official authorized operator list provided by the Secretariat of Prizes and Bets (SPA).
The issue primarily arises when a user begins following just one betting-related account. Subsequently, Instagram's recommendation algorithm directs them to similar profiles, which often includes illegal betting sites, influencers, and specialized content creators.
Among the top 100 suggested accounts, collectively boasting over 6 million followers and 114,000 posts, are three main categories: betting operators, content creators, and media outlets centered on the betting industry. The research indicates that some of this content inaccurately frames betting as a means of investment and a source of income.
In one Instagram story, a person referred to as Pedro, who represents a fictional 'professional gambler,' promotes a so-called "unique opportunity." He claims to offer a "super promotion for a premium group with higher odds," which normally costs BRL397 (approximately $77.18) per month but is advertised for a reduced price of BRL14.91 per month on an annual plan. This group serves as Pedro's primary revenue stream, where he shares sports betting predictions and tips on favorable betting odds.
Despite the large following, many of these recommended betting sites operate without the legal authorization required in Brazil, even if they hold licenses from other jurisdictions. The study highlights profiles of so-called tipsters and sports traders who sell access to groups and offer predictions, while framing gambling as a pathway to financial gain.
Some influencers use phrases like "leaving the CLT [Brazilian labor law]" and "your dream income" in their posts to glamorize gambling. Users are shown screenshots of supposed earnings, further blurring the lines between speculation and legitimate investment opportunities.
Among these creators is the controversial figure, Fortune Tiger, who focuses on casino games with a promotional strategy akin to those in sports betting. Another influencer, known as João, shares live game sessions mimicking high-stakes gameplay and emphasizes which operators or games deliver the greatest payouts. He also provides screenshots for his exclusive Telegram group, where he claims to share information on peak betting times for certain games.
The content on profiles associated with betting operators varies widely, featuring humorous videos to AI-generated banners promoting casino games and sports events. However, a considerable number of accounts recommended by Instagram are illegal, particularly international operators lacking the necessary approvals from the SPA for Brazilian operations.
The ecosystem is further enriched by media outlets that adopt varied approaches to online betting advertisement, often portraying it as news. These contributions discuss market odds, feature operators, and address experiences of bettors, ranging from significant wins to devastating losses.
In their messaging, many profiles reference regulatory bodies including the National Advertising Self-Regulation Council and SIGAP (Brazil's betting management system), superficially addressing responsible gambling concerns while frequently promoting illegal operators.
Meta, which owns Instagram, has regulations regarding gambling content, permitting programmatic advertising and branded content only with prior authorization. Advertisements cannot target users under 18 or operate in unregulated territories. To gain approval from Meta, operators must complete a form validating their licensing, while disclaiming responsibility for potential violations.
Despite these measures, the policies lack detailed stipulations for responsible gambling practices and do not address the mechanisms for verifying compliance, monitoring licenses, or moderating content. The absence of cohesive governance aligns with Instagram's algorithmic recommendations, creating a systematic risk where users are encouraged to view gambling as an employment alternative—an issue that requires more robust regulation from digital platforms.
There's a pressing need to enhance regulatory frameworks from both the SPA and the National Data Protection Agency, focusing on transparency, social accountability, and technological measures for monitoring this digital ecosystem.
