Esportes Gaming Brasil has launched a playbook it describes as the first practical and binding guide from a betting operator in Brazil for influencers and affiliates. The document, called “Responsible Gambling: Your Guide to Ethical Partnerships”, is meant to turn compliance rules into day-to-day instructions for advertising content on social media.
The guide is built around the idea that responsibility runs through the whole communications chain, from marketing teams and agencies to creators, affiliates and platforms. It covers explicit disclosure with “#ad”, “+18” labelling, mandatory legal warnings, and limits on claims that suggest easy winnings, investment-style returns or other foolproof strategies.
The playbook says content should be kept away from children, while sports analysis and commercial calls to action must be separated. Tips, statistics and match commentary cannot be tied directly to betting incentives.
The company also says the material bans the publication or display of prize winnings and account-balance screenshots. It adds guidance on Brazil’s General Data Protection Law, known as LGPD, including limits on sharing personal data in chats and live streams.
Carol Luna, EGB’s head of compliance, said a rule only works when the people applying it understand how it works in practice. She said the aim is to turn regulatory guidelines into clear instructions that strengthen responsible conduct across the group’s ecosystem.
The playbook also includes a pre-publication checklist and warning signs of compulsive gambling behaviour. It points audiences towards specialist support groups such as Instituto de Apoio ao Apostador and Empresa Brasileira de Apoio ao Compulsivo.
The launch is part of an ongoing responsible gambling training programme led by the company’s compliance department. That training covers EGB’s wider network of partners and ambassadors and will become part of the official onboarding process, with all new influencers on its brands receiving a dedicated module on ethical advertising and regulatory compliance.
