Esportes Gaming Brasil (EGB) has made a significant move in Brazil’s regulated betting industry with the introduction of its new resource, the Playbook titled “Responsible Gambling: Your Guide to Ethical Partnerships.” This document is the first of its kind produced by a betting operator in Brazil, aimed specifically at providing influencers and affiliates with clear direction for responsible advertising practices. The Playbook translates compliance regulations into actionable guidance tailored for social media content creation.
The initiative underscores the importance of accountability throughout the communication chain, emphasizing that responsibility extends from marketing teams and agencies to content creators, affiliates, and platforms. Through straightforward language and visual aids, the document outlines crucial rules, including the need for clear labeling of advertisements (#ad), age restrictions (marked as +18), mandatory legal warnings, and a prohibition on promoting quick wins or investment-like returns. Furthermore, it restricts content that targets children.
The Playbook mandates a distinct separation between sports commentary or analysis and any promotional messaging. Specifically, it states that tips, statistics, and match commentary cannot be associated with betting incentives.
Carol Luna, Head of Compliance at Grupo EGB, remarked, “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.”
Beyond banning the advertising of so-called “foolproof strategies” or displaying winnings or account balances, the document addresses Brazil’s General Data Protection Law (LGPD). It provides recommendations against sharing personal information during chats or live streaming sessions.
The Playbook includes tools like a pre-publication checklist and indicators for recognizing signs of compulsive gambling, directing users to support services such as Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
This launch is part of a broader training initiative on Responsible Gambling being offered by Grupo EGB’s Compliance team. This training will extend to the company’s network of partners and ambassadors and will now be integrated into the onboarding process for new influencers. All those joining the group’s brands will complete a dedicated module addressing ethical advertising and compliance with relevant regulations.
Carol further emphasized the importance of commitment to responsible advertising, stating, “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 proactive approach is in accordance with the guidelines established by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, reinforcing EGB’s commitment to responsible practices in the regulated betting market.
