This June 14th, with the opening game of the European Cup 2024 between Germany and Scotland, a three-month marathon begins during which sports fans will be able to enjoy the best of the European Cup and Copa América, as well as the top Olympic feats at Paris 2024.
These dates not only represent a great opportunity for Online Gambling Operators, also known as Bookmakers, to advertise their sports betting platforms and attract fans to bet on their favourite countries and athletes, but also represent an important responsibility when it comes to generate advertising strategies through physical and digital media.
In this context, it is necessary to recall that, by the end of last year, COLJUEGOS, the Industrial and Commercial State Company that manages the gambling monopoly, issued Resolution 20231000019054 ("the Resolution"), which establishes the conditions under which authorized Bookmakers may execute advertising and sponsorship activities for innovative gambling games operated through the Internet.
Specifically, Bookmakers that are interested in advertising their services in Colombia and that have the corresponding authorizations from COLJUEGOS to operate innovative gambling games through the Internet, must consider the following requirements established in the Resolution:
1. Gambling Operators must identify themselves in both advertising and commercial communications with the respective trademarks and commercial images approved by COLJUEGOS.
2. Any advertising and promotion of innovative gambling games operated through the Internet must include the expression "Authorized by COLJUEGOS".
3. Advertising activities may only be executed as advertising, marketing and sponsorship campaigns that specifically aim to promote the trademarks and/or the names of the Gambling Operators, with the purpose of increasing sales and generating revenues.
4. Advertising must not contain references to gambling games or results that are offered by other Gambling Operators without having the respective authorizations.
Additionally, it is important to consider that the Resolution also establishes the following prohibitions regarding the advertising of innovative gambling games that are offered through the Internet:
1. It is strictly forbidden to advertise false perceptions of gratuity or profit to users.
2. It is forbidden to mislead users with regards to the nature and characteristics of innovative gambling games that are operated through the Internet.
3. It is strictly forbidden to target advertising towards minors or to advertise innovating gambling games in health centers or schools. To prevent this, implementing audience segmentation strategies is highly recommended.
4. Gambling Operators must warn of the risks of addiction to gamble and include a message of responsible gambling and activity limited to the age of majority in Colombia.
By complying with these guidelines, Bookmakers will be able to take advantage of the excitement and expectation generated by events such as the European Cup, the Copa America and the Olympic 2024 Games to advertise their trademarks, attract more gamblers and prevent any investigation or sanction from COLJUEGOS.
