In a pioneering initiative for Brazil’s regulated betting market, Esportes Gaming Brasil (EGB), owner of the Esportes da Sorte, Onabet and Lottu brands, launched the Playbook “Responsible Gambling: Your Guide to Ethical Partnerships”.
The publicly available material is the first practical and binding guide created by a betting operator in Brazil specifically to support influencers and affiliates in producing advertising content, translating compliance requirements into practical guidance for use across social media.
The initiative is based on the principle that advertising responsibility applies across the entire communications chain, from marketing teams and agencies to content creators, affiliates and platforms. Using direct language and visual resources, the guide covers essential rules including the explicit identification of advertising (#ad), age restrictions (+18 labelling), the use of mandatory legal warnings, a ban on claims of easy winnings or investment-style returns, and restrictions on content that appeals to children.
The Playbook also sets out the mandatory separation between sports analysis and commercial calls to action. Tips, statistical data and match commentary cannot be linked to betting incentives.
Carol Luna, Head of Compliance at Grupo EGB, said:
A rule only has the intended effect when the people responsible for applying it understand how it works in practice. The aim of the Playbook is to turn regulatory guidelines into clear guidance that strengthens responsible conduct across our entire ecosystem.
In addition to prohibiting the promotion of “foolproof strategies” and the display of prize winnings or account balance screenshots, the document also provides guidance on Brazil’s General Data Protection Law (LGPD), including restrictions on the sharing of personal data in chats or live streams.
The material also includes a pre-publication checklist and warning signs to help identify compulsive gambling behaviour, directing audiences towards specialist support networks such as Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
The launch forms part of an ongoing Responsible Gambling training programme led by Grupo EGB’s Compliance department.
The training covers the company’s wider ecosystem of partners and ambassadors and will now form part of the official onboarding process. All new influencers joining the group’s brands will receive a dedicated training module covering ethical advertising and regulatory compliance.
Carol added:
The commitment to responsible advertising needs to be present from the contract stage through to publication. We provide training and maintain a direct channel through which partners can submit content to Compliance for review before it goes live.
The initiative is aligned with the guidelines of Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, reinforcing the group’s proactive approach within the regulated market.
