Influencers on trial for iGaming ads in Portugal

Garance Limouzy July 3, 2024

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SiGMA news

Social media influencers in Portugal are being accused of promoting illegal iGaming operators.

APAJO’s fight against illegal gambling

The Portuguese Online Betting and Gaming Association (APAJO) has filed criminal complaints against several influencers who allegedly promoted illegal iGaming content.

Combined, several million people follow these influencers on different social media platforms, including children. APAJO claims that some of the sponsored content reached minors, while it is illegal for minors to gamble in Portugal.

APAJO also claims that the ads were promoting illegal iGaming operators. Determined to fight the black market, APAJO has asked the authorities to grant the Portuguese regulator, SRIJ, more rights to enforce current legislation. According to Ricardo Domingues, APAJO’s president, the black market costs the country 100 million euros a year in uncollected taxes.

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— GODMOTA (@thegodmota) May 13, 2023

GODMOTA is one of the influencer who allegedly promoted illegal iGaming content.

Influencer marketing’s effects on children

An Australian report published in 2024 studied the impact on children of using social media influencers and celebrities to promote iGaming. According to the study, the use of influencers increases trust, legitimacy, and social acceptance of gambling among children, making gambling promotions more appealing and memorable.

“As soon as they see a famous YouTuber or TikToker or Instagram, they think that suddenly it’s cool, and they’re doing it, so they want to be just like what they’re doing,” explained a 13-year-old girl.

The report also notes that “some young people suggested that because celebrities and influencers lived aspirational lifestyles, their appearance in gambling advertising may give viewers the impression that gambling might help them achieve that same lifestyle.”

“I think you kind of get shown a bit of their lifestyle in it and think that if you can um win like they are then, um, then you can like have that lifestyle that they’re living in the ads,” declared a 15-year-old boy.

Banning influencer marketing

Several countries are considering or have already implemented bans on the use of influencers in gambling advertising. Norway, for instance, has issued a warning against social media platforms promoting live streams or content on iGaming. In Spain, neighbouring country to Portugal, a decree bans gambling advertising from 5 am to 1 am and prohibits the use of athletes and celebrity endorsements, including influencers. Some provinces in Canada have also decided to restrict the use of celebrities, role models, social media influencers, entertainers, cartoon figures, or even symbols that could appeal to minors.