TLDR Grupo EGB launched a new advertising guide for influencers and affiliates working in Brazil’s regulated betting market. The Playbook requires #ad labels, +18 age warnings, and legal disclaimers on all betting content. Sports commentary and match analysis must stay separate from any betting calls to action. The guide bans posts showing winnings, account balances, or claims of “guaranteed” wins. Training on the new rules will now be part of onboarding for EGB’s influencer partners.
Grupo EGB, the company behind Esportes da Sorte, Onabet and Lottu, has released a new guide for influencers and affiliates who promote betting content in Brazil.
The guide is called “Responsible Gambling: Your Guide to Ethical Partnerships.” It is available to the public.
EGB says it is the first guide of its kind created by a betting operator in Brazil. The company says it is built to be practical and binding for partners.
The goal is simple. It turns Brazil’s advertising and compliance rules into steps that influencers and affiliates can actually follow.
Advertising Rules for Influencers
The Playbook lists clear rules for anyone making betting content. Posts must use the #ad label so viewers know it is advertising.
Content must also include a +18 age warning. Legal disclaimers required by regulators must appear as well.
Ads cannot claim that betting works like an investment or that wins are easy. The guide also blocks any content aimed at children.
There is also a rule about sports content. Match previews, stats, and betting tips cannot be linked directly to a call to place a bet.
Carol Luna, Head of Compliance at Grupo EGB, explained the thinking behind the guide. She said rules only work when the people using them understand how to apply them.
“A rule only has the intended effect when the