Brazil Regulates Influencers: Grupo EGB Unveils New Advertising Playbook

A new era is beginning for the Brazilian gambling industry, particularly in the realm of social media. Grupo EGB, owner of prominent brands like Esportes da Sorte, Onabet, and Lottu, has released a comprehensive guide for responsible advertising. This document, titled “Responsible Gambling: Your Guide to Ethical Partnerships,” is designed to translate complex regulatory requirements into practical instructions for daily activities on platforms like Instagram and TikTok.

The initiative is a direct response to growing criticism regarding aggressive marketing practices in South America. EGB emphasizes that the responsibility for safe gambling does not rest solely with the operator but involves the entire communication chain. Marketing teams, agencies, and content creators are all held accountable. Through clear visual aids and direct instructions, the guide aims to prevent sports betting advertisements from reaching underage audiences or creating false expectations among adult users.

Numbers and facts

The playbook includes strict technical and content requirements. Every form of advertising must be identified with the hashtag #ad. Furthermore, a clearly visible +18 age label is mandatory. One of the most significant changes is the prohibition of screenshots displaying high winnings or betting account balances. In the past, such images often created a false impression of easy wealth. Grupo EGB makes it clear that sports analysis and tips must be strictly separated from direct call-to-action buttons. Those discussing statistics are not allowed to simultaneously urge immediate wagering.

Carol Luna, Head of Compliance at Grupo EGB, explains the reasoning behind this approach:

“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.” - Carol Luna, Head of Compliance at Grupo EGB

Additionally, the document addresses Brazilian data protection laws (LGPD) and warns against sharing private information during live streams. To support those affected by gambling issues, specialist networks such as Instituto de Apoio ao Apostador (IAA) and Empresa Brasileira de Apoio ao Compulsivo (EBAC) are explicitly mentioned.

Background

The introduction of this playbook is part of a larger training program for Grupo EGB’s partners. In the future, every new influencer or brand ambassador will be required to complete a dedicated onboarding module focused solely on compliance and ethical advertising. The compliance department also provides a direct communication channel through which partners can submit content for review before it goes live. This proactive step aligns with guidelines issued by Brazil’s Secretariat of Prizes and Betting (SPA/MF) and the recommendations of the advertising council CONAR. In a market that is just finding its full regulatory footing, EGB is attempting to position itself as a leader in integrity.

Why it matters for German players

For German players, such international developments are highly relevant as they reflect the global trend toward stricter advertising rules. In Germany, the Interstate Treaty on Gambling 2021 (GlüStV 2021) is the definitive standard. While Brazil is just now creating guides for influencers, these are already regulated in Germany by the Joint Gambling Authority of the States (GGL) and its strict monitoring of the whitelist. German users should only play at providers listed there. These operators adhere to hard limits, such as the cross-provider monthly deposit limit of 1,000 euros, controlled via the LUGAS system. Stakes on virtual slots are also capped at 1 euro per spin.

Advertising for illegal casinos without a GGL license is strictly prohibited in Germany. Influencers promoting Curacao or MGA-licensed casinos face heavy fines. The transparency demanded by the Brazilian playbook is already standard in Germany through mandatory warnings about addiction risks. German players benefit from the fact that the GGL looks very closely at whether advertising is misleading or directed at minors.

What it means for GGL-licensed casinos

For operators with a German license, the international trend toward self-regulation by influencers means that pressure on the advertising industry is increasing worldwide. GGL-licensed casinos must already ensure that their affiliates do not make false promises. The example from Brazil shows that modern operators are no longer just waiting for authorities but are building their own compliance infrastructures. This strengthens player trust and protects brands from regulatory sanctions in the long term. A strict separation of content and advertising, as required by the EGB playbook, serves as a model for clean marketing in the German market as well.