Grupo EGB publishes guide for responsible betting advertising with influencers in Brazil

Grupo Esportes Gaming Brasil (EGB), owner of the brands Esportes da Sorte, Onabet, and Lottu, has launched a public guide targeting influencers and affiliates operating within Brazil's regulated betting market. The guide, titled "Responsible Gaming: Your Guide to Ethical Partnerships," translates regulatory requirements into practical actions for advertising on social media, aiming to facilitate compliance and reduce risks associated with digital promotion.

Playbook for Complying with Advertising Regulations in Betting

The new guide from Grupo EGB responds to the demand for a coherent framework for those promoting betting on digital platforms. The document goes beyond general guidelines and outlines specific actions:

• Explicit identification of advertising using labels such as #ad.
• Requirement to apply +18 labeling and mandatory legal warnings.
• Prohibition on claims regarding easy profits or investment-like returns.
• Restrictions on content that may appeal to minors.
• Clear separation between sports analysis and commercial calls; according to the playbook, "tips," statistical data, and commentary should not be linked to betting incentives.
• Prohibition on recommending foolproof strategies and showing won prizes or account balance snapshots.
• Inclusion of guidelines linked to Brazil's General Data Protection Law (LGPD), including limits on sharing personal data in chats or live broadcasts.

Practical Requirements for Influencers and Affiliates in Brazil

To operate under Brazilian regulations, EGB requires systematic use of elements that differentiate advertising from editorial content: legal warnings, age markers, and transparency in commercial agreements. The document mandates the separation of sports analysis or commentary from promotional actions, thereby reducing the risk of mixing objective information with betting incentives. Promoting alleged "foolproof strategies" or publicly showing results of winnings or account balances as proof of success is not allowed.

Recommendations also extend protection to personal data. The manual warns that no live interaction or chat can include the display or sharing of private information, in compliance with the LGPD and popular social platform policies.

“A regulation only takes effect when those applying it understand how it works in practice. The aim of the Guide is to turn regulatory policies into clear guidance, reinforcing responsible conduct throughout our ecosystem.” — Carol Luna, Head of Compliance at Grupo EGB

Regulatory Framework: Alignment with SPA/MF and CONAR

The initiative incorporates official recommendations from the Secretariat of Prizes and Bets (SPA/MF) and the National Council for Advertising Self-Regulation (CONAR), major players in advertising regulations for betting in Brazil. EGB emphasizes that its guide complements the protocols of these bodies and is designed to prevent sanctions resulting from bad practices, identifying risk scenarios specifically linked to digital environments and influencers.

Implementation and Training: Direct Compliance Channel

The launch of the manual is part of an ongoing training program led by the Compliance Department of Grupo EGB. Training on responsible advertising practices will be mandatory in the onboarding process for new influencers and affiliates collaborating with any of its brands. The company will also maintain a direct channel for partners to submit content to Compliance for review before publication.

This internal review process aims to preempt any compliance issues, thereby reinforcing the reputation and sustainability of betting campaigns in Brazil's digital environment.

The Context of Betting Advertising in Brazil

The sector has been under scrutiny both from regulators and civil society due to the growth of digital betting and the influence of celebrities and content creators. The rules established by EGB aim to limit practices that may be considered misleading, create internal precedents, and respond to current regulatory demands.

The publication of the playbook adds to global self-regulation initiatives but contextualizes the requirements to Brazil's legal and cultural framework, addressing issues such as age compliance, advertising transparency, and data protection, essential for casino operators, affiliates, and suppliers aspiring to maintain a stable position in Brazil.