Grupo EGB launches industry-first playbook to guide responsible advertising and responsible gambling in Brazil’s betting sector

Esportes Gaming Brasil (EGB), the owner of Esportes da Sorte, Onabet and Lottu, has launched a new responsible gambling advertising guide aimed specifically at influencers and affiliates operating within Brazil’s regulated betting market.

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The publicly available Playbook, titled “Responsible Gambling: Your Guide to Ethical Partnerships”, has been developed to translate advertising and compliance requirements into practical guidance for content published across social media.

According to EGB, it is the first practical and binding guide created by a betting operator in Brazil specifically to help influencers and affiliates produce compliant advertising content.

Playbook Sets Out Advertising Requirements

The initiative is built around the principle that responsibility for betting advertising extends throughout the communications chain, including marketing teams, agencies, content creators, affiliates and platforms.

Using direct language and visual materials, the Playbook outlines several requirements for advertising content. These include clearly identifying advertising with #ad, applying +18 age labelling, including mandatory legal warnings and avoiding claims that suggest easy winnings or investment-style returns.

The guidance also restricts content that appeals to children.

Another requirement concerns the separation of sports-related content from commercial betting promotions. Under the Playbook, sports analysis, statistical information, tips and match commentary cannot be connected to calls to action encouraging betting.

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.”

Guidance Covers Data Protection and Gambling Harm

The Playbook prohibits the promotion of so-called “foolproof strategies” as well as the publication of screenshots displaying prize winnings or betting account balances.

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It also addresses Brazil’s General Data Protection Law (LGPD), including restrictions concerning the sharing of personal information through chats and live streams.

A pre-publication checklist is included to help partners review content before it is made public. The material also identifies warning signs associated with compulsive gambling behaviour and directs audiences towards specialist support networks, including Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).

Training to Become Part of Influencer Onboarding

The Playbook has been introduced as part of Grupo EGB’s ongoing Responsible Gambling training programme, which is led by the company’s Compliance department.

The programme covers the group’s wider network of partners and ambassadors and will now be incorporated into its official onboarding process.

New influencers working with EGB’s brands will receive a dedicated training module focused on regulatory compliance and ethical advertising.

“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,”

added Carol.

The initiative is aligned with guidelines issued by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR as Grupo EGB continues its approach to responsible advertising within the country’s regulated betting market.

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