Esportes Gaming Brasil, the group behind licensed online betting brands Esportes da Sorte, Onabet and Lottu, has joined IAB Brasil (Interactive Advertising Bureau Brasil), the country’s leading organization for digital advertising standards and best practices.
The move reinforces the group’s commitment to responsible communication, transparency and regulatory compliance, at a pivotal moment for Brazil’s newly regulated online betting and gaming market.
IAB Brasil plays a central role in shaping the country’s digital advertising ecosystem, bringing together advertisers, agencies, media companies and adtech providers. Through education, research and cross-industry initiatives, the organization promotes sustainable and responsible growth across the sector.
In August, IAB Brasil published its first dedicated guide to digital advertising for sports betting and online gaming, providing clear guidance on responsible communication practices and outlining the 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 advertising standards, increase consumer awareness and ensure that advertising serves as a tool for education and protection, rather than solely for customer acquisition.
Commenting on the announcement, Hugo Baungartner, Executive Director of Institutional Relations and Strategic Partnerships at Esportes Gaming Brasil, said:
“IAB Brasil plays a fundamental role in building responsible digital communication in Brazil. Joining the organization is a natural step in our ongoing commitment to transparency, compliance and responsible marketing. In a regulated environment, advertising is not only commercial; it is essential in helping consumers identify which platforms are licensed, supervised and safe”.
Participation in IAB Brasil also supports the group’s broader strategy of contributing to public policy discussions, knowledge sharing and best practices, helping to strengthen the long-term credibility and sustainability of Brazil’s regulated betting ecosystem.
