TLDR
- Grupo EGB launched a new advertising guide for influencers and affiliates working in Brazil’s regulated betting market.
- The Playbook requires #ad labels, +18 age warnings, and legal disclaimers on all betting content.
- Sports commentary and match analysis must stay separate from any betting calls to action.
- The guide bans posts showing winnings, account balances, or claims of “guaranteed” wins.
- Training on the new rules will now be part of onboarding for EGB’s influencer partners.
Grupo EGB, the company behind Esportes da Sorte, Onabet and Lottu, has released a new guide for influencers and affiliates who promote betting content in Brazil.
The guide is called “Responsible Gambling: Your Guide to Ethical Partnerships.” It is available to the public.
EGB says it is the first guide of its kind created by a betting operator in Brazil. The company says it is built to be practical and binding for partners.
The goal is simple. It turns Brazil’s advertising and compliance rules into steps that influencers and affiliates can actually follow.
Advertising Rules for Influencers
The Playbook lists clear rules for anyone making betting content. Posts must use the #ad label so viewers know it is advertising.
Content must also include a +18 age warning. Legal disclaimers required by regulators must appear as well.
Ads cannot claim that betting works like an investment or that wins are easy. The guide also blocks any content aimed at children.
There is also a rule about sports content. Match previews, stats, and betting tips cannot be linked directly to a call to place a bet.
Carol Luna, Head of Compliance at Grupo EGB, explained the thinking behind the guide. She said rules only work when the people using them understand how to apply them.
“A rule only has the intended effect when the people responsible for applying it understand how it works in practice,” Luna said.
Data Rules and Warning Signs
The Playbook also covers what partners cannot post. Screenshots showing winnings or account balances are banned.
So is any content promoting so-called “foolproof” betting strategies. The guide treats these claims as misleading.
Brazil’s data protection law, known as LGPD, is also part of the guide. It limits how personal information can be shared during livestreams and chats.
A checklist is included so partners can review content before it goes live. This is meant to catch problems early.
The guide also lists warning signs linked to compulsive gambling. It points readers toward support groups, including the Instituto de Apoio ao Apostador and Empresa Brasileira de Apoio ao Compulsivo.
Training on the Playbook is now part of EGB’s onboarding process. New influencers working with EGB brands will complete a module on compliance and ethical advertising.
Luna said the company wants commitment to responsible advertising to start at the contract stage. She added that partners can send content to the Compliance team for review before publishing.
“We provide training and maintain a direct channel through which partners can submit content to Compliance for review before it goes live,” Luna said.
The Playbook lines up with guidelines from Brazil’s Secretariat of Prizes and Betting and CONAR. Grupo EGB says the guide is part of its wider approach to responsible advertising as it continues operating in Brazil’s regulated betting market.
