Brazil iGaming Regulation

Esportes Gaming Brasil joins IAB to reinforce responsible advertising standards

Published

1 day ago

January 6, 2026

esportes-gaming-brasil-joins-iab-to-reinforce-responsible-advertising-standards

Esportes Gaming Brasil, the group behind the licensed online betting brands Esportes da Sorte, Onabet and Lottu, has joined IAB Brasil (Interactive Advertising Bureau Brasil), the country’s leading organisation for digital advertising standards and best practices.

The move reinforces the group’s commitment to responsible communication and transparent marketing practices within Brazil’s newly regulated betting and online gaming market.

IAB Brasil plays a central role in fostering and regulating the digital advertising ecosystem in the country, bringing together advertisers, agencies, media companies and adtech providers to promote sustainable growth through education, research and industry-wide initiatives.

In August, the organisation released its first dedicated guide for digital advertising in the sports betting and online gaming sector. The document provides clear guidance on responsible communication practices and outlines legal and ethical requirements introduced under Brazil’s regulatory framework.

By joining IAB Brasil, Esportes Gaming Brasil aligns itself with a broader industry effort to raise standards, promote consumer awareness and ensure that advertising serves as a tool for education and protection, rather than solely acquisition.

Esportes Gaming Brazil Executive Director of Institutional Relations and Strategic Partnerships, Hugo Baungartner, commented: “IAB Brasil plays a fundamental role in shaping responsible digital communication in Brazil. Joining the organisation is a natural step in our ongoing commitment to transparency, compliance and responsible marketing. In a regulated environment, advertising is not just commercial — it is essential to help consumers identify which platforms are licensed, monitored and safe.”

Participation in IAB Brasil also supports the group’s wider strategy of contributing to policy discussions, knowledge-sharing and best practices that strengthen the long-term credibility and sustainability of Brazil’s regulated betting ecosystem.

The post Esportes Gaming Brasil joins IAB to reinforce responsible advertising standards appeared first on Americas iGaming & Sports Betting News.

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Brazil iGaming Regulation

Esportes Gaming Brasil Joins IAB Brasil to Reinforce Responsible Advertising Standards

Published

1 day ago

January 6, 2026

Wladimir P.

esportes-gaming-brasil-joins-iab-brasil-to-reinforce-responsible-advertising-standards

Esportes Gaming Brasil, the parent group behind licensed betting brands Esportes da Sorte, Onabet, and Lottu, has officially joined IAB Brasil (Interactive Advertising Bureau). The move signals a major commitment to high-standard digital advertising and transparent marketing practices within Brazil’s newly regulated iGaming landscape.

IAB Brasil is the country’s leading authority on digital advertising, bringing together agencies, media platforms, and advertisers to foster a sustainable and ethical ecosystem.

A Commitment to Transparency in a Regulated Market

As Brazil completes its first full regulatory cycle, the role of advertising has shifted from pure customer acquisition to a tool for consumer protection. By aligning with IAB Brasil, Esportes Gaming Brasil aims to ensure its marketing efforts prioritize player safety and educational communication.

Key aspects of this partnership include:

Adherence to Best Practices: Implementation of the IAB Brasil “Digital Advertising Guide for Sports Betting,” released in August 2025.
Consumer Education: Using advertising to help players identify licensed, monitored, and safe platforms.
Ethical Marketing: Moving away from aggressive “get rich quick” narratives and focusing on high-energy, responsible entertainment.

Leadership Insights: Compliance as a Competitive Edge

The group’s leadership views this membership as a natural extension of their “Responsible Gaming” DNA, which already includes rigorous internal training and AI-driven player monitoring.

“IAB Brasil plays a fundamental role in shaping responsible digital communication,” said Hugo Baungartner, Executive Director of Institutional Relations and Strategic Partnerships at Esportes Gaming Brasil. “In a regulated environment, advertising is not just commercial—it is essential to help consumers identify which platforms are licensed and safe.”

Supporting Long-Term Industry Credibility

Participation in IAB Brasil also allows Esportes Gaming Brasil to contribute to broader industry policy discussions and knowledge-sharing. This strategy is designed to strengthen the long-term credibility of the Brazilian betting market, ensuring it remains a sustainable sector built on trust and operational integrity.

The post Esportes Gaming Brasil Joins IAB Brasil to Reinforce Responsible Advertising Standards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.