Instagram’s recommendation algorithm frequently directs Brazilian users toward unlicensed betting operators, according to a study by the Rede em Jogo project at CondadoLab, part of Pontifícia Universidade Católica do Rio de Janeiro (PUC-Rio).
Researchers analysed more than 55 Instagram accounts and compared the operators identified by the platform with Brazil’s official registry maintained by the Secretariat of Prizes and Betting (SPA). The study found that 84% of the betting operators most frequently recommended by Instagram did not hold authorisation to operate in Brazil.
Instagram Expands Betting Recommendations
According to the research, following one betting-related account can lead Instagram to recommend dozens of similar profiles.
The 100 accounts most frequently surfaced by the recommendation system had a combined following of more than 6 million users across 114 posts. Researchers divided the accounts into three groups: betting operators, gambling-focused content creators and media outlets covering the betting sector.
The study also identified tipsters and sports traders who monetise betting predictions through paid subscriptions, Telegram groups, spreadsheets and automated tools.
Researchers said some creators use testimonials, memes and short-form videos to promote betting and portray gambling as a skill-based activity.
Casino Content Adds Further Exposure
The study found similar promotional patterns among online casino accounts.
One creator reportedly used livestream-style videos to showcase high-win sessions, identify games or operators perceived to be paying more and share alleged indicators of upcoming payouts with Telegram subscribers.
Researchers said many operator accounts belonged to international companies that may hold licences in other jurisdictions but lacked Brazilian authorisation.
Specialised media and sports accounts also formed part of the wider ecosystem, presenting betting promotions alongside odds, operator information and bettor experiences.
Regulatory Claims Raise Concerns
Researchers found that some unlicensed operators referenced terms such as “authorised”, “responsible gambling”, Conar and Sigap in promotional content. Some also used .bet domains despite lacking a Brazilian licence.
Meta’s gambling advertising policies require prior authorisation, proof of licensing and restrictions on targeting users under 18. However, the study argued that existing policies for organic content do not clearly explain responsible gambling requirements or how Meta verifies licences and identifies unauthorised operators.
The researchers recommended stronger monitoring mechanisms involving Brazil’s SPA and National Data Protection Authority to identify and moderate unauthorised gambling content.
The findings highlight the growing compliance challenge created when algorithmic recommendations connect users with gambling content outside Brazil’s regulated market.
