Grupo EGB Issues Responsible Betting Advertising Playbook for Influencers in Brazil

Grupo EGB, the operator behind Esportes da Sorte, Onabet, and Lottu, has released a public playbook instructing influencers and affiliates on producing betting advertising compliant with Brazil's regulated framework. The document, "Responsible Gambling: Your Guide to Ethical Partnerships," transforms legal and regulatory demands into daily practices for social media promotion. This responds to increasing scrutiny on operator marketing in Brazil and aligns with expectations from the Secretariat of Prizes and Betting (SPA/MF) and CONAR.

BLUF: Grupo EGB launches playbook for influencer compliance in Brazil

Grupo EGB’s launch gives influencers and affiliates direct instructions for compliant betting adverts, translating otherwise technical demands into workable steps for Brazil’s maturing regulation environment. The playbook details measures for labelling, warnings, children’s protections, and data privacy that apply across EGB's portfolio.

Core Guidance in the Responsible Betting Ads Playbook

The playbook spells out several obligations influencers and affiliates must follow:

• All promotional betting content must include clear labels, with hashtags such as #ad, and age restriction indicators like +18.
• Legal warnings required by SPA/MF must appear in every published post.
• The use of language implying easy or certain winnings, or any claims equating betting to investment returns, is strictly forbidden.
• Content that might appeal to minors must be excluded from marketing efforts.
• Influencers are not allowed to share images showing prize winnings, personal account balances, or any material that could be interpreted as “foolproof strategies.”

Carol Luna, Head of Compliance at Grupo EGB, put the reason for the guidance plainly:

“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.” — Carol Luna, Grupo EGB

Requirements for Social Media and Affiliate Promotions

The playbook targets practical aspects of social media:

• A required separation must be kept between editorial sports analysis—such as tips, stats, and match commentary—and commercial calls to action.
• Tips or data cannot be tied directly to betting codes, incentives, or inducements.
• The guide bans screenshots that display active balances, bet slips with prize values, and encourages only factual, neutral content tone.

It also addresses Brazil’s General Data Protection Law (LGPD): any sharing of personal data within chats or live streams is restricted, and affiliates must seek approval before conducting activities that touch on sensitive information.

Training, Compliance Review and Enforcement Mechanisms

Grupo EGB states that the launch of this playbook is just one facet of its broader Responsible Gambling training initiative. The Compliance department will embed this training into onboarding procedures for new influencers associated with Esportes da Sorte, Onabet, and Lottu. Moreover, a direct content submission channel is established so that partners can pre-clear promotional material with Compliance before publication.

EGB says these measures are in line with joint guidance issued by the Secretariat of Prizes and Betting (SPA/MF) and CONAR, the industry’s advertising self-regulatory body. Ongoing monitoring and periodic refreshers will support consistent standards across platforms and affiliates.

Broader Impact for Brazilian Market Operators

Brazil’s move to a regulated online betting environment places new pressure on operators to enforce distinctions between editorial content and commercial promotion. The clarity in EGB's playbook will likely serve as a reference point for both domestic and external market entrants seeking to work with Brazilian social media influencers.

The company’s approach combines regulatory compliance, training, and practical workflow integration, rather than relying on ex post enforcement alone. By offering influencers technical guardrails and rapid feedback, Grupo EGB aims to reduce accidental breaches of advertising law, keep marketing visible to adult audiences, and insulate its brands from reputational risk—though the effectiveness of these approaches will depend on consistent uptake.

For other operators seeking to partner with influencers or affiliates, the playbook’s structure—clear do’s and don’ts, a compliance sign-off mechanism, and direct referencing of SPA/MF requirements—may offer a template when adapting to Brazil’s regulated landscape. The document’s availability as public guidance suggests EGB expects it to be scrutinised by stakeholders as influence-driven betting promotion becomes more prominent.