Pioneering Initiative Translates Regulatory Compliance into Practical Guidance for Affiliates, Influencers, and Brand Partners
Esportes Gaming Brasil (Grupo EGB), parent company of Esportes da Sorte, Onabet, and Lottu, has officially launched an industry-first playbook titled “Responsible Gambling: Your Guide to Ethical Partnerships”. Released on August 28, the publicly available initiative establishes the country’s first practical, binding framework created directly by a betting operator to assist affiliates and content creators in maintaining compliant and ethical marketing practices across social media.
Translating Compliance into Everyday Execution
Designed around the core principle that advertising responsibility spans the entire communications chain, the playbook bridges the gap between complex legal mandates and daily content creation. Using straightforward language and visual resources, the guide covers vital regulatory requirements:
- Explicit Disclosures: Mandatory labeling of commercial content using clear tags like
#adalongside strict 18+ age restrictions. - Separation of Content: A definitive separation between objective sports commentary, stats, or analysis and commercial calls to action or betting incentives.
- Prohibited Claims: A strict ban on promoting guaranteed wins, foolproof strategies, or investment-style returns, alongside prohibitions on displaying prize winnings or account balance screenshots.
- Data Privacy & Child Protection: Guidelines adhering to Brazil’s General Data Protection Law (LGPD), restricting personal data sharing in live streams, and banning content that appeals to minors.
The document also integrates a pre-publication checklist and red flags to help identify compulsive gambling behaviors, directing audiences to specialized support networks such as the Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC).
Training Programs and Pre-Publication Review Channels
To ensure the playbook drives active behavioral change, Grupo EGB’s Compliance department has integrated the framework into an ongoing training and onboarding structure. Every new influencer joining the group’s brand ecosystem will complete a dedicated module covering ethical advertising. Furthermore, partners have access to a direct pre-publication review channel where content can be submitted to compliance teams before going live.
Aligned closely with the guidelines established by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR, the initiative underscores Grupo EGB’s proactive commitment to maintaining high standards within the newly regulated Brazilian market.
About Esportes Gaming Brasil
Esportes Gaming Brasil is a leading national betting group operating fully under official authorizations granted by the Ministry of Finance through the SPA/MF for its three core brands: Esportes da Sorte, Onabet, and Lottu. Alongside its strong focus on player protection, responsible gambling technology, and job creation, the group is a prominent supporter of Brazilian sports and culture, serving as a principal sponsor for major football clubs such as Corinthians, Ceará, Ferroviária, and Náutico, as well as massive cultural celebrations nationwide.
