Grupo EGB releases playbook for responsible betting ads by influencers in Brazil

Esportes Gaming Brasil (EGB), owner of the Esportes da Sorte, Onabet and Lottu brands, said it has launched a publicly available playbook aimed at helping influencers and affiliates produce compliant betting advertising content in Brazil’s regulated market.

Titled “Responsible Gambling: Your Guide to Ethical Partnerships,” the document translates compliance requirements into practical guidance for social media, including requirements to explicitly identify advertising (#ad), apply +18 labelling, include mandatory legal warnings, avoid claims of easy winnings or investment-style returns, and limit content that could appeal to children, according to the company.

The playbook also outlines a required separation between sports analysis and commercial calls to action, stating that tips, statistical data and match commentary cannot be linked to betting incentives. It further prohibits the promotion of “foolproof strategies” and the display of prize winnings or account balance screenshots, and includes guidance related to Brazil’s General Data Protection Law (LGPD), including restrictions on sharing personal data in chats or live streams.

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.”

EGB said the launch sits within an ongoing Responsible Gambling training programme led by its Compliance department. The company said training will be incorporated into onboarding for new influencers working with its brands, and that it will maintain a direct channel for partners to submit content to Compliance for review before publication. The initiative is aligned with guidance from Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, the company said.