The advertising industry is preparing for an income increase of U$S 96.5 million, due to the opening of the rules that will allow betting centers, casinos and gambling sites to advertise on television.

Ladbrokes has hired M&C Saatchi for a high-impact campaign, and other companies, specially the online gambling ones, are deciding how much to spend. This opening of the rules has been awaited for a while, even though the final details will be presented by the Government this week.

The rules are the same that determine how the beverage companies can promote their products. The advertisings will be banned during the shows watched by underage people. The spots cannot suggest that the game connects the person with sexual success, strength or will improve their looks.

It also cannot promote irresponsible gambling or any other activity that could lead to emotional or financial problems. The National Lottery, soccer gambling and bingo are exempt from the mentioned ban.