IBJR puts the ‘elephant in the room’ to expose the risks of the illegal betting market and raise awareness among bettors about the importance of licensed platforms

01 de September de 2025

IBJR puts the ‘elephant in the room’ to expose the risks of the illegal betting market and raise awareness among bettors about the importance of licensed platforms

Campaign warns about the damages of illegality, mobilizes authorities, and teaches bettors how to identify operators licensed by the Federal Government, those ending in .bet.br

The Brazilian Institute for Responsible Gaming (IBJR) – an entity that brings together the main operators from Brazil and around the world – launched this Sunday (31) the campaign “No More Elephant in the Room”, consisting of TV commercials, radio spots, airport billboards, social media actions, and an exclusive microsite.

The campaign aims to guide bettors in choosing platforms regulated by the Secretariat of Prizes and Betting (SPA), alert authorities to the alarming numbers of the illegal market, and correct myths about the regulated sector. A survey by LCA Consultores, commissioned by IBJR, reveals the urgency of the issue: it is estimated that 51% of Brazil’s betting market still operates illegally, exposing bettors to fraud, financing criminal activities, failing to collect taxes, and not generating jobs.

Created by agency We, the campaign will run between September and December 2025 and will use the popular expression “elephant in the room” to symbolize an obvious and uncomfortable problem that many insist on ignoring: illegal betting.

“The elephant in the room represents a problem that many see, but which needs to be confronted directly. Illegal betting is a risk for the bettor, who has no one to turn to in case of fraud, and a loss for society, since it does not generate tax revenue that would return as benefits for the population,” highlights Fernando Vieira, Executive President of IBJR. “The campaign brings this discussion to the general public, promoting education, awareness, and alerting people on how to recognize platforms licensed by the Federal Government and thus protect themselves from scams.”

TV commercials and radio spots

On open TV, 30-second videos will be aired in São Paulo and Brasília, with shorter 15- and 10-second versions for digital platforms, and a 1-minute film exclusive to Brasília, which will also feature OOH advertising. Radio spots will run in São Paulo, while social media content will have nationwide coverage.

Among the themes addressed in the campaign are the protection of minors, money laundering, and sports integrity.

Minors’ access: how illegal betting impacts children and adolescents

The campaign warns about the risk of minors accessing illegal platforms. The materials clearly explain that while platforms licensed by the Federal Government, those ending in .bet.br, require ID verification and facial recognition, illegal ones allow unrestricted access.

Money laundering and fraud: losses for bettors and society

Illegal betting not only puts the bettor’s money at risk — which may disappear without notice or support — but also fuels organized crime and is used as a tool for money laundering. Without any regulation, these platforms move funds illicitly. The campaign explains that on platforms licensed by the Federal Government, bettors are always guaranteed to receive their money and to have support in case of instability. In addition, all operations are monitored to prevent fraud and money laundering, ensuring transparency and security.

To bring the concept to life, agency We used a visual metaphor, making the theme more relatable and understandable. “We sought a creative device that literally demonstrates how illegal betting can invade people’s daily lives,” says Carlos Schleder, Executive Creative Director at We. According to Kleyton Mourão, also Executive Creative Director, the uniqueness of the campaign lies in sparking an unprecedented debate. “Ignoring the problem does not create dialogue, and without dialogue there is no solution. This is the first initiative to put the issue of illegal betting on the national agenda and show how essential this discussion is to drive concrete change,” he adds.

Social media and exclusive microsite

The campaign also unfolds in the digital environment. Along with the launch, IBJR is debuting its official Instagram account (@IBJROficial), which will be used to share information, answer user questions, and raise awareness about the risks of illegal betting and other sector updates.

The Betalert microsite, hosted on the entity’s website (www.ibjr.org.br) will offer an interactive experience for those who want to bet safely. On the platform, bettors can type in the URL of any betting site and instantly find out whether it is licensed by the Federal Government. In addition to verifying legality, Betalert provides tips on how to distinguish a licensed platform from an illegal one, such as requiring facial recognition, ID checks, and acceptance of official payment methods — debit and prepaid cards, PIX, or TED.

Campaign evaluation

The Brazilian Institute for Responsible Gaming (IBJR), in partnership with Provokers – a company specialized in market research and public opinion – conducted a pre-test of the campaign with about 1,000 people, both bettors and non-bettors, from all states of Brazil.

The study achieved high approval rates and strong standout compared to strategies traditionally used in advertising: 78% of respondents pointed to credibility in the content, signaling widespread positive perception, and 77% evaluated it as highly appealing.

The research also confirmed that the narrative device of the “elephant in the room” was effective and didactic. Scenes with the character were those that generated the most interest, helping to bring lightness to a complex subject.

About IBJR

The Brazilian Institute for Responsible Gaming (IBJR) was founded in 2023 and brings together the leading betting companies in Brazil and worldwide. Its mission is to build a fair, sustainable, and responsible online betting ecosystem, always advocating for a regulated market.

The entity’s work is based on two essential pillars: combating the illegal market and promoting responsible gaming. We believe that efficient regulation is fundamental to driving the sector, strengthening the economy, and ensuring safety for both bettors and operators. That is why we actively work to confront illegal betting operators, who act outside the law, harm the industry, and put society at risk.

IBJR’s members include the following operators: A2FBR, Alfa, bet365, BandBet, BetBoom, BetMGM, Betnacional, Betsson Group, Entain (Sportingbet and Betboo), EstrelaBet, Flutter Brazil (Betfair), Kaizen Gaming (Betano), KTO Group, Novibet, Skill on Net (Bacana Play and PlayUzu), and Todos Querem Jogar (Bet do Milhão); and the associates: OKTO, Better Collective, Clever Advertising, OneKey Payments, and GeoComply.

CREDITS

CAMPAIGN TITLE: No More Elephant in the Room

CLIENT: Brazilian Institute for Responsible Gaming – IBJR
PRODUCT: Institutional

AGENCY: We
CEO: Fabio Rosinholi
CCO: Armando Araújo
ECDs: Carlos Schleder | Kleyton Mourão

CREATIVE DIRECTORS: Paulo Almeida | Otavio Mastrogiuseppe
COPYWRITER: Guigo Oliva

ART DIRECTOR: Bruno Barco

ACCOUNT MANAGEMENT: Lucia Oliveira | Debora Liberti | Julianna Vergilio
PLANNING: Gisela Toledo | Renato Sapiro

GRAPHIC PRODUCTION: Alexandre Borges
PRODUCTION COMPANY: Barry Company
DIRECTOR: Laga Villanova

DIRECTOR OF PHOTOGRAPHY: Fabio Politi

ART DIRECTION: Daniel Miragem
EXECUTIVE DIRECTOR: Krysse Mello

EXECUTIVE PRODUCER: Renata Correa
ACCOUNT EXECUTIVE: Daniela Silva

COSTUME DESIGNER: Domingos de Alcântara

MAKEUP ARTIST: Fabiana Mizukami

POST-PRODUCTION COORDINATION: Ale Cois | Sabrina Comar

FINISHING: Bruno Magosso
EDITING: Jean Battistini