Influencer marketing under tighter rules: a compliance-first playbook

Influencer content has become one of the fastest-growing sources of new players in iGaming, and one of the most closely watched by regulators. Industry estimates show streaming and video creators rising from 8% to 13% of affiliate-referred first-time depositors between 2024 and 2026. Over the same period, regulators in Europe and Latin America moved to make brands directly accountable for what creators say on their behalf.

The scenario

In October 2025, the European Gaming and Betting Association launched a pledge on responsible influencer marketing, developed with the European Advertising Standards Alliance. Members committed to age-gating and audience checks, to working only with creators vetted for responsible conduct, and to independent monitoring with prompt removal of non-compliant content. The pledge covers every format, from posts and stories to live streams.

In Brazil, a Senate committee approved Bill 2,470/2026 in September 2026. Among other measures, the text makes operators responsible for the actions of the affiliates, agencies and influencers they pay to promote them.

There is also a performance angle. Players acquired through creators tend to churn 20% to 30% faster than those coming from search and review sites. Volume alone is no longer a good measure of success for this channel.

What it means

The risk has moved from the ad to the creator. A brand can now be held responsible for a script it did not write, a comment made during a live stream or a story posted to the wrong audience. At the same time, the channel keeps growing because it works: creators build trust and reach audiences that paid media no longer reaches.

The brands that will keep using influencer marketing at scale are the ones that treat compliance as part of the creative process, not as a final check.

How to react

Select creators by audience, not only by reach. Check age and country distribution of the audience, content history and past brand partnerships.
Write a brief with approved and restricted vocabulary for each market. What is acceptable in one country can be prohibited in the next.
Approve scripts before recording. Include key messages, mandatory disclaimers and topics to avoid.
Label every piece of paid content. Disclosure should be clear in every format, including live streams and stories.
Monitor what goes live. Keep a record of published content and a fast process to request edits or removals.
Measure retention, not just volume. Track how long players brought by each creator stay active, and use that to decide who to renew.

These steps are not exclusive to iGaming. Fintech, crypto, alcohol and health brands face similar rules and can apply the same structure.

We manage a network of more than 1,000 creators across more than 25 countries. Every campaign starts with a market-specific brief that defines vocabulary, formats and red lines before any content is produced. Scripts go through approval before recording, and published content is monitored throughout the campaign.

This structure is what allows us to scale creator campaigns without exposing our clients to unnecessary risk, and to adapt quickly when a market changes its rules.

Let’s talk

If you want to grow with creators while staying on the right side of regulation, our team can help you build a campaign that is effective and compliant from day one. Get in touch with Smart Social.

Sources: SiGMA, EGBA influencer marketing standards · iGaming Business, Brazil Senate committee · Track360, State of iGaming Affiliate Marketing 2026