CIBELAE, the Ibero-American Corporation of State Lotteries and Betting, has released a guidance note on “Responsible Communication in Betting,” positioning marketing and messaging as a prevention tool—not just a commercial lever—during Responsible Gaming Week. The document was prepared by CIBELAE’s Corporate Social Responsibility and Responsible Gaming Commission and is aimed at state-lottery and betting operators across the region.
Founded in October 1988 and recognized as an Associate Member of the World Lottery Association (WLA)—which groups state lottery and gaming organizations across more than 80 countries—CIBELAE frames the guide as a baseline for clearer and more accountable communication standards.
The guide sets out ten practical principles for campaigns: (1) protect minors and vulnerable audiences; (2) present gambling as entertainment, never as an “investment” or financial solution; (3) actively promote self-control tools such as time and spend limits; (4) ensure easy, visible access to help and self-exclusion; (5) prioritize full transparency on rules, real winning probabilities, and risks; (6) use clear, empathetic, non-misleading language and avoid creating false expectations; (7) do not exploit cognitive biases (e.g., illusion of control) or emotional vulnerabilities; (8) handle influencers and celebrities with extreme caution, especially youth idols, using them to reinforce responsible messages; (9) require compliance by staff, agencies, and partners; and (10) measure, audit, and improve continuously using surveys and data.
For operators, the signal is that “responsible communication” is moving toward a de facto compliance layer: what you say, how often you say it, who delivers it, and whether users can find limits and support in one click are becoming testable standards—internally and externally.
