In a significant move for Brazil's regulated betting market, Esportes Gaming Brasil (EGB), which owns the Esportes da Sorte, Onabet, and Lottu brands, has introduced the Playbook titled "Responsible Gambling: Your Guide to Ethical Partnerships." This is the first practical, binding guide created specifically for betting operators in Brazil to assist influencers and affiliates in crafting advertising content that complies with legal regulations, translating those requirements into actionable advice for social media usage.
The initiative operates on the premise that the responsibility for advertising extends throughout the entire communications chain, encompassing marketing teams, agencies, content creators, affiliates, and platforms. The guide employs clear language and visual aids to outline crucial rules, such as the explicit identification of advertisements (#ad), age restrictions marked as +18, the necessity for legal warnings, and a prohibition on suggesting easy winnings or investment-like returns. Furthermore, it restricts content that targets children.
A key feature of the Playbook is its requirement to separate sports analysis from commercial calls to action; it states that tips, statistical data, and match commentary must not be associated with betting promotions.
Carol Luna, Head of Compliance at Grupo EGB, emphasized the importance of understanding how rules function in practice, saying, "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."
Additionally, the guide prohibits the promotion of "foolproof strategies" and the display of prize winnings or account balance screenshots. It also provides advice on Brazil’s General Data Protection Law (LGPD), including limitations on sharing personal data in chats or live streams.
Included in the material is a pre-publication checklist along with indicators for recognizing compulsive gambling behavior, directing audiences to specialized support organizations like the Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
This launch is part of a broader Responsible Gambling training program led by Grupo EGB’s Compliance department, which encompasses the organization's wider ecosystem of partners and ambassadors. It will now be integrated into the official onboarding process, ensuring that all new influencers associated with the group's brands complete a dedicated training module that covers ethical advertising and regulatory compliance.
Luna 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."
This initiative aligns with the guidelines set forth by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, reflecting the group’s proactive stance within the regulated betting landscape.
