Brazilian Institute of Responsible Gaming Launches Campaign in Support of Online Betting Regulation

Brazilian Institute of Responsible Gaming Launches Campaign in Support of Online Betting Regulation

Campaign “To Play, There Have to Be Rules” starts this Monday (Nov 4) in print and online versions of major national media outlets

The Brazilian Institute of Responsible Gaming (IBJR) is launching this Monday (November 4) a major campaign highlighting the importance of regulating the online betting sector and the benefits that clear and transparent rules bring to all stakeholders: the betting industry, users, and society. IBJR represents 75% of Brazil’s betting market and brings together some of the leading global companies with extensive experience in mature markets such as the United States, England, and Australia.

Created by InPress Porter Novelli, the campaign features front pages in leading print newspapers, online media banners, and radio spots, supported by branded content across various channels and PR activities managed by the agency. The slogan “To Play, There Have to Be Rules” reflects one of IBJR’s core causes and the regulatory framework scheduled to come into effect on January 1, 2025.

Among these new rules is the mandatory use by companies authorized by the Ministry of Finance to operate in Brazil of a new internet domain ending, “.bet.br.” This will serve as a mark of legitimacy, distinguishing licensed operators from those using harmful and illegal practices.

Another important regulation for betting companies—commonly called “Bets”—is the requirement to use facial recognition tools to prevent underage (under 18) gambling. Additionally, platforms will be required to implement parameters that set maximum limits on playing time and betting expenditures, ensuring player protection.

Measures Already in Place

IBJR and its affiliated companies already implement several initiatives to ensure a transparent, safe, and trustworthy betting market. One key measure is their affiliation with the International Betting Integrity Association (IBIA), the global authority on integrity for licensed betting operators, which facilitates data sharing on suspicious activities detected through Artificial Intelligence and data cross-referencing. IBIA consolidates this information and, when suspicions are confirmed, alerts sports entities and relevant authorities.

The companies also follow an Advertising Code developed by IBJR that promotes responsible marketing campaigns, avoiding the encouragement of gambling abuse and respecting bettors’ financial and emotional limits.

Campaign Credits – InPress Porter Novelli

Creative Directors: Rodrigo Esteves and Alexander Lopes
Copywriter: João Vereza
Art Directors: André Magrinelli, Rafael Uyeda, and Paulo Columby
Account Directors: Alexandre Freeland and Eduardo Carvalho
Account Management: Renata Habib (Manager), Luciano Fonseca, Mára Bentes, and Luiza Fernandes (Consultants)