In a significant move for Brazil's regulated betting sector, Esportes Gaming Brasil (EGB), which owns brands such as Esportes da Sorte, Onabet, and Lottu, has introduced the playbook titled “Responsible Gambling: Your Guide to Ethical Partnerships.” This initiative marks the first comprehensive and binding resource created by a betting operator in Brazil specifically aimed at assisting influencers and affiliates in crafting advertising content while adhering to compliance requirements.
The playbook emphasizes that responsible advertising is essential across all communication channels, which include marketing teams, agencies, content creators, affiliates, and platforms. It employs clear language and visual aids to outline key regulations, such as the explicit disclosure of advertising (#ad), age restrictions labeled as +18, the inclusion of necessary legal warnings, and a prohibition on claims regarding easy winnings or investment-like returns. Moreover, it discourages content aimed at children.
Another focal point of the document is the necessary distinction between sports analysis and promotional messages; it specifies that tips, statistics, and match commentary cannot be associated with betting incentives.
Carol Luna, Head of Compliance at Grupo EGB, commented on the purpose of the playbook, stating, "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 advertisement of “foolproof strategies” and the showcasing of winnings or account balances, the playbook offers guidance on adhering to Brazil’s General Data Protection Law (LGPD), particularly regarding the sharing of personal data during chats or live streams.
Included in the material is a pre-publication checklist and indicators for recognizing compulsive gambling behavior, along with information directing audiences to specialized support networks like Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
This launch is part of an ongoing Responsible Gambling training initiative organized by Grupo EGB’s Compliance department. The training encompasses the company’s broader ecosystem, including its partners and ambassadors, and will now be integrated into the official onboarding process. All new influencers partnering with the group's brands will undergo a specific training module addressing ethical advertising and regulatory compliance.
Carol emphasized the importance of consistency, saying, "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."
This initiative aligns with the guidelines set forth by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, demonstrating the group’s proactive stance within the regulated market.
