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.