The binding guide turns Brazil’s betting advertising rules into practical checks covering disclosures, age controls, warnings and player protection
Operator responsibility now extends well beyond approving a campaign created by an internal marketing team. Affiliates, ambassadors and content creators must follow the same regulatory standards across every publication and platform.
Grupo Esportes Gaming Brasil has released Responsible Gambling: Your Guide to Ethical Partnerships, a public playbook for influencers and affiliates working with its brands.
The group owns Esportes da Sorte, Onabet and Lottu. It describes the document as the first practical and binding guide of its type issued by a betting operator in Brazil.
That industry-first claim has not been independently verified.
Advertising must be clearly identified
The 19-page playbook explains how partners should apply Brazilian advertising and responsible gambling requirements to social media content.
Commercial publications must use the platform’s paid-partnership function where available. They must also display a clear identifier such as #Publicidade, #Publi or #ConteúdoPatrocinado at the beginning of the accompanying text.
Every advertisement must carry a visible 18+ label and an approved responsible gambling warning. Partners must confirm that their audience is predominantly adult and must not use children, adolescents or creative elements likely to attract them.
Brazil’s current federal rules require betting advertisements to carry one of three Ministry of Finance warnings. These state that betting can cause dependency, causes consumers to lose money or is not an investment.
The warning must appear horizontally, remain clear and legible, and occupy at least 10% of the advertising area.
Carol Luna, Head of Compliance at Grupo EGB
“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 instructions that strengthen responsible conduct across our entire ecosystem.”
Sports analysis must remain separate
The guide requires a clear separation between sports commentary and commercial calls to action.
Match analysis, statistics, predictions and opinions may not be used to encourage audiences to bet on a specific event or market. Creators must also distinguish clearly between independent editorial content and paid advertising.
The playbook prohibits claims involving guaranteed returns, easy money, additional income or so-called foolproof systems.
Influencers must not sell or promote methods that suggest they can improve a customer’s probability of winning. They are also instructed not to publish isolated screenshots of positive balances, proof of payouts or video clips that highlight only winning outcomes.
The guide reflects advertising restrictions introduced under Brazil’s updated federal framework, including the 2026 rules covering betting wins, sporting analysis and commercial messages.
Bonus and loyalty communications treated differently
Affiliates and influencers cannot advertise welcome bonuses, free balances, advances or other incentives intended to generate new registrations.
Grupo EGB distinguishes these prohibited acquisition offers from approved loyalty benefits for existing customers.
Communications about a loyalty programme must use information and creative materials approved by the company. The benefit must not be presented as an independent promotional campaign or linked to excessive gambling.
Player data and signs of harm covered
The playbook also addresses Brazil’s General Data Protection Law.
Partners must not ask followers to share identification numbers, email addresses, telephone numbers or documents in public chats or live streams. Customers requiring assistance should be directed to the brands’ official support channels.
A separate section helps creators identify possible signs of gambling harm. These include chasing losses, concealing the amount of time or money spent, borrowing money and failing to pay essential bills.
The guide directs customers towards the Instituto de Apoio ao Apostador, the Empresa Brasileira de Apoio ao Compulsivo and Brazil’s Centro de Valorização da Vida.
Training becomes part of onboarding
The playbook forms part of a continuing responsible gambling programme led by Grupo EGB’s Compliance department.
New influencers joining any of the group’s three brands will receive a specific training module covering ethical advertising and regulatory compliance.
Partners can also submit proposed advertisements through a direct channel for review by the Compliance team before publication.
Carol Luna, Head of Compliance at Grupo EGB
“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.”
Failure to follow the playbook can lead to immediate removal of content, suspension or termination of the commercial agreement, administrative penalties or account suspension.
The programme supports Grupo EGB’s obligations under rules issued by the Secretariat of Prizes and Betting and the advertising standards contained in CONAR’s Annex X.
