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According to the ASA’s Code for gambling advertising, anyone who “was, or seemed to be, under 25 years of age” must not be depicted gambling or playing a significant role in advertisements. 

The regulator concluded that the central figure’s youthful facial features, casual styling and excited demeanour gave the impression he was in his late teens or early twenties. 

As such, the ad violated rule 16.3 of the CAP Code (Edition 12).

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However Hjalmar Ahlberg, who covers GiG as an analyst for Redeye, suggests the decision to acquire 888Africa and re-enter B2C may be partly down to headwinds being experienced by the company’s B2B business.

“It started off pretty good when the new management and the spin-off was completed,” he comments. “They had a really good pipeline of customers, and I mean, their projections looked pretty solid.

“[But] part of that was some sweepstakes operators, and I think that market became a bit more uncertain compared to when they started to look at those kinds of customers. And then they also had, they called it a tier one customer I think in Brazil, which was supposed to launch in early 2026, but then they decided not to enter that market. So I think they had some opportunities that did not end up as expected.”

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The president is not seeking to introduce the measures through a full bill, as the legislative process in Congress could reduce their immediate political impact ahead of the elections.

Some factions within the government, especially the Ministry of Finance, are resisting more drastic measures. The Ministry of Finance, responsible for regulating sports betting and online gaming, understands the sector’s importance to the economy. Finance Minister Dario Durigan’s difficulty lies in convincing Lula that a well-regulated activity is important for public finances. Lula has said, in line with critics of the sector, that if it were up to him, he would end betting in Brazil.

The president’s critical view of betting is on par with other candidates. Studies by the Workers’ Party (PT) indicate that three out of four Brazilians are against betting establishments. This is the president’s justification against the sector.