Esportes Gaming Brasil Joins IAB Brasil to Strengthen Responsible Betting Advertising Standards

The decision underlines the group’s commitment to responsible communication and transparent marketing within Brazil’s newly regulated online betting and gaming market.

Esportes Gaming Brasil Joins IAB Brasil to Strengthen Responsible Betting Advertising Standards

Esportes Gaming Brasil, the group behind the licensed online betting brands Esportes da Sorte, Onabet and Lottu, has joined IAB Brasil (Interactive Advertising Bureau Brasil), the country’s leading body for digital advertising standards and best practice.

The decision underlines the group’s commitment to responsible communication and transparent marketing within Brazil’s newly regulated online betting and gaming market.

IAB Brasil plays a pivotal role in developing and overseeing the country’s digital advertising ecosystem, uniting advertisers, agencies, media owners and adtech providers to encourage sustainable growth through education, research and industry-wide initiatives.

In August, the organisation published its first dedicated guide for digital advertising in the sports betting and online gaming sector. The guidance sets out clear expectations for responsible communication, alongside the legal and ethical requirements introduced under Brazil’s regulatory framework.

By joining IAB Brasil, Esportes Gaming Brasil aligns itself with a wider industry push to raise standards, increase consumer awareness and ensure advertising is used as a tool for education and protection, rather than purely customer acquisition.

Esportes Gaming Brasil’s executive director of institutional relations and strategic partnerships, Hugo Baungartner, commented: “IAB Brasil plays a fundamental role in shaping responsible digital communication in Brazil. Joining the organisation is a natural step in our ongoing commitment to transparency, compliance and responsible marketing. In a regulated environment, advertising is not just commercial — it is essential to help consumers identify which platforms are licensed, monitored and safe.”

Membership of IAB Brasil also supports the group’s broader strategy of contributing to policy dialogue, knowledge-sharing and best-practice development, helping to strengthen the long-term credibility and sustainability of Brazil’s regulated betting ecosystem.