IBJR kicks off again with the campaign ‘To Play, There Have to Be Rules,’ featuring refereeing experts

IBJR kicks off again with the campaign ‘To Play, There Have to Be Rules,’ featuring refereeing experts

PC Oliveira and Renata Ruel, commentators and former referees, take center stage in the campaign’s third phase starting today (12/13), launching on TV as well as print and digital media

The Brazilian Institute for Responsible Gaming (IBJR) today (December 13) launches the third phase of its campaign “To Play, There Have to Be Rules,” highlighting the participation of former referees and current commentators PC Oliveira and Renata Ruel. This phase debuts on television alongside ongoing print and digital coverage. The campaign, which started in late November and focuses on the new rules taking effect January 1, 2025, aims to reaffirm IBJR’s and its member companies’ commitment to the regulation of the sports betting sector, the integrity of betting, and the protection and safety of bettors.

Created by InPress Porter Novelli, the new phase runs through December 29 and features a 30-second commercial on free-to-air TV channels, as well as ads on websites and in newspapers and magazines. PC Oliveira and Renata Ruel, stars of all campaign materials, emphasize the benefits of the new regulation, such as the mandatory use of the “bet.br” domain to identify authorized companies, facial recognition tools to prevent underage betting, and features allowing bettors to set time and loss limits.

“The regulation takes effect in just a few days, and it’s essential that bettors understand the benefits these new rules bring to ensure safe entertainment. That’s why we’re kicking off this new campaign phase with strong voices from the sports world. There’s no one better to speak on the importance of clear and transparent rules in betting. We stand in full alignment with regulatory efforts and reaffirm our commitment to sustainable, legal gaming through this campaign. There is no longer room in the Brazilian market for operators who don’t follow the rules,” says André Gelfi, IBJR’s CEO.

Refereeing experts

“I accepted the invitation to join the ‘To Play, There Have to Be Rules’ campaign because it’s an institutional effort regarding a growing market that supports the development of Brazilian football. This campaign is important as it helps bettors distinguish serious, trustworthy companies that are properly regulated,” says PC Oliveira, former referee and current refereeing commentator.

For Renata Ruel, also a former referee and commentator, regulation of the betting sector is a highly relevant and timely topic in sports, making the campaign’s approach very appropriate. “IBJR’s campaign addresses regulation seriously, delivering a lot of content and information—which is why I accepted to participate. The phrase ‘To Play, There Have to Be Rules’ says it all,” she emphasizes.

About IBJR

The Brazilian Institute for Responsible Gaming (IBJR), founded in March 2023, brings together global companies that represent 75% of Brazil’s legal sports betting market and are part of groups active in major international markets such as the United States, the United Kingdom, and Australia.

IBJR’s mission is to promote a sustainable and responsible online betting ecosystem that benefits society as a whole. To this end, it contributes to building a regulated and safe environment for companies and bettors, working collaboratively with the public sector and sharing solutions focused on technology and innovation—many already in use in mature markets worldwide.

Campaign Credits – InPress Porter Novelli

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