Grupo EGB has launched a new Playbook focused on responsible advertising and gambling practices in Brazil’s regulated betting market.

The owner of Esportes da Sorte, Onabet and Lottu has made “Responsible Gambling: Your Guide to Ethical Partnerships” publicly available, providing influencers and affiliates with practical guidance on applying regulatory requirements to advertising content.

The guide is designed to reinforce responsibility throughout the advertising process, from operators and marketing teams to agencies, creators, affiliates and platforms.

Key areas include clear advertising disclosures such as #ad, +18 labelling, mandatory legal warnings and restrictions on promotional claims involving easy winnings or investment-style returns.

The Playbook also outlines restrictions on content that may appeal to children and stresses that sports analysis must not be combined with commercial betting calls to action.

Carol Luna, Head of Compliance at Grupo EGB, said:

“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 guidance that strengthens responsible conduct across our entire ecosystem.”

The guide prohibits the promotion of “foolproof strategies” and the use of screenshots showing prize winnings or account balances. It also addresses LGPD requirements, including restrictions on sharing personal data during chats and live streams.

A pre-publication checklist and guidance on recognising potential compulsive gambling behaviour are also included, with references to specialist support networks such as IAA and EBAC.

The Playbook is part of Grupo EGB’s wider Responsible Gambling training programme. Going forward, the training will form part of the company’s official onboarding process for new influencers.

“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,” added Carol.

The initiative follows the guidelines established by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and CONAR.