Grupo Esportes Gaming Brasil (EGB), owner of the Esportes da Sorte, Onabet, and Lottu brands, launched on Wednesday, the 26th, a compliance guide aimed at influencers and affiliates who produce advertising content for its brands.
“Jogo Responsável: o seu guia de parceria ética” (“Responsible Gaming: your ethical partnership guide”) was presented by the company as the first material of its kind published by an operator in the regulated Brazilian market.
The playbook establishes practical rules for content creators: mandatory identification of advertising (#publi), age restriction seal (+18), display of legal warnings in horizontal format, prohibition of promises of easy winnings, and a ban on content directed at minors.
The material also stipulates that sports analyses and statistical data cannot be linked to commercial betting calls to action.
According to Carol Luna, head of Compliance at EGB Group, the goal is to translate regulatory requirements into guidance applicable to the day-to-day of social media.
The guide also addresses data protection, prohibiting the sharing of users’ personal information during live streams or chats, and includes a pre-posting checklist as well as warning signs for compulsive gambling, with referral to support networks such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC).
Part of an ongoing training program
The company states that the launch of the playbook is part of a Responsible Gaming training program run by the Compliance department, which will now be incorporated into the onboarding process for new influencers and affiliates joining the group’s brands.
The launch comes amid an increasingly strict regulatory environment for betting advertising in Brazil, which already includes mandatory loss-risk warnings in ads, municipal restrictions on betting advertising in public spaces, and recent cases of operators being suspended for non-compliance with regulations.
In an interview with staging-latam.next.io/, Marcela Campos, VP and CFO of EGB Group, had already defended this reading of the regulatory landscape:
“It must be made clear that Brazil has not banned advertising; the country has established a responsible and disciplined advertising environment, which is highly positive.”
The company also says it maintains a pre-review channel for advertising content before it is published.
EGB operates in Brazil under a license from the Secretaria de Prêmios e Apostas (SPA/MF), an agency of the Ministry of Finance, with the Esportes da Sorte, Onabet, and Lottu brands.
The material is already available for download.