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Until recently, anyone working in betting marketing in Brazil operated under a fairly simple logic: regulatory liability was, in practice, the operator's problem. Agencies, influencers, affiliates, and media outlets ran campaigns, collected their commission, and moved on. Two ordinances published on July 10, 2026 changed that logic for good — and much of the advertising market still hasn't grasped the scale of the shift. This article explains exactly what changed, why the sec