Where should responsible marketing draw the line between creativity and risk?
During BiS SiGMA South America 2026 in Sao Paulo, held at the Transamerica Expo Center, the Paulista Stage hosted the panel titled Responsible Marketing: Where Creativity Ends and Risk Begins. Bringing together key voices from across the affiliate and digital marketing ecosystem, the session explored how performance-driven campaigns can balance innovation with ethical responsibility.
The panel featured Hebert Gaban, Global CMO at KBET, Jon Vlogs, streamer and digital creator, Sébastien Risse, Chief Revenue Officer at MoveUp Media, Andresa Franco, Business Director at Brazilian Lounge and Hugo Melo, Account Manager Brazil at North Star Network. They examine the evolving challenges of commercial communication, including regulatory risks, the role of influencers, excessive claims and the best practices shaping sustainable, compliant marketing strategies in a rapidly growing market.
Creativity vs responsibility
From the outset, the discussion challenged the idea that creativity and compliance are opposing forces. One panellist argued that “risk is not the limit of creativity… it is the product of the lack of creativity,” reframing the conversation around responsibility as an opportunity rather than a restriction. Poor marketing practices, particularly exaggerated promises of financial gain, were described as symptoms of unimaginative strategies rather than necessary tactics.
A strong theme throughout the session was the need to educate players, particularly in emerging markets like Brazil. Jon Vlogs offered a ground-level perspective, noting that many users enter the ecosystem without fully understanding the risks involved. “It’s a journey, it’s a hobby,” he explained, stressing that players must be reminded that gaming is not a guaranteed path to financial success.
This sentiment was echoed across the panel, with speakers highlighting the importance of transparent communication. Rather than focusing solely on disclaimers, campaigns should actively help users understand the nature of the product. As one panellist put it, “it’s more about spreading entertainment and not about winning money.”
The role of influencers was also examined closely. With their direct connection to audiences, creators carry a heightened responsibility to communicate honestly and avoid reinforcing harmful narratives. Done correctly, they can help shift the conversation toward safer, more informed engagement.
Invisible risks and market pressures
Further than obvious regulatory concerns, the panel explored “invisible risks” within marketing strategies. These include subtle behavioural triggers, poorly timed campaigns and product designs that may unintentionally encourage excessive play.
Sébastien Risse warned that failing to self-regulate can lead to stricter external controls. “If you don’t limit yourself in advertising, the market will do that for you,” he said, pointing to global examples where reactive regulation has imposed heavy restrictions. The long-term consequence is a less attractive and less sustainable market for all stakeholders.
The conversation also addressed the impact of black-market operators, particularly in Brazil. Unregulated platforms not only undermine trust but also distort public perception, making it harder for licensed operators to communicate responsibly. This creates a dual challenge: promoting ethical practices while actively differentiating from bad actors.
Building a sustainable narrative
The panel agreed that responsible marketing must go beyond compliance and it should be embedded into the industry’s identity. Andresa Franco emphasised the need for deeper technical understanding and more sophisticated communication strategies, tailored specifically to the behavioural nuances of gaming audiences.
There was also recognition that the industry has limited time to adapt. Unlike sectors such as alcohol or tobacco, which evolved over decades, iGaming is undergoing rapid transformation under intense regulatory scrutiny. This makes it essential for operators, affiliates and creators to align quickly on best practices.
Sustainable growth depends on balancing performance with accountability. Education, transparency and innovation will be key to ensuring that creativity enhances the player experience without introducing unnecessary risk.
Modern marketing
As conversations around responsible marketing continue to evolve, this panel highlights the importance of balancing creativity with accountability in an increasingly regulated landscape. Stay tuned and explore more exclusive coverage, expert insights and key moments from BiS SiGMA South America 2026 as we continue to bring you the latest conversations shaping the event.
