Esportes Gaming Brasil (EGB), the owner of brands such as Esportes da Sorte, Onabet, and Lottu, has launched a groundbreaking resource aimed at fostering responsible gambling in Brazil’s regulated betting market. The newly unveiled Playbook, titled "Responsible Gambling: Your Guide to Ethical Partnerships," serves as the first practical and binding guide crafted by a Brazilian betting operator. This playbook is designed to aid influencers and affiliates in developing advertising content, translating compliance requirements into actionable guidelines for social media use.
This initiative asserts that responsibility in advertising must extend throughout the communications chain, involving marketing teams, agencies, content creators, affiliates, and platforms alike. The guide employs clear language and visual aids to highlight critical rules, including the explicit identification of ads (#ad), age restrictions denoted as +18, mandatory legal warnings, and prohibitions on promoting notions of quick earnings or investment-style returns. Furthermore, it restricts content targeting children.
The Playbook emphasizes the necessary distinction between sports analysis and commercial calls to action, stipulating that tips, statistics, and match commentary must not be associated with betting incentives.
Carol Luna, the Head of Compliance at Grupo EGB, stated, "A rule only has the intended effect when the people responsible for applying it understand how it works in practice." She expressed that the Playbook’s purpose is to clarify regulatory guidelines, fostering responsible practices throughout the organization's ecosystem.
Additionally, the document prohibits the endorsement of "foolproof strategies" and the display of winnings or account balances. It also provides insights into Brazil’s General Data Protection Law (LGPD), particularly concerning the limitations on sharing personal data in discussions or live streams.
Included in the material is a pre-publication checklist and indicators to help recognize signs of compulsive gambling, directing audiences toward specialized support networks like the Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
The launch is part of a broader Responsible Gambling training program spearheaded by Grupo EGB’s Compliance department. This training encompasses a network of partners and ambassadors and will be integrated into the onboarding process for all new influencers associated with the group's brands, who will receive dedicated modules on ethical advertising and regulatory compliance.
