DON’T DRINK AND DRIVE. It was because of this sentence that I decided to join the betting industry to work exclusively with Responsible Gaming. For just over two decades, I worked in the advertising market, where I had the opportunity to lead the account of Brazil’s biggest beer brand.
Dozens of commercials were produced and aired, and at the end of each of them, there it was, sometimes dressed up as “Drink in moderation.” Is it important? Yes. Does it work? No.
Over the years, “Don’t drink and drive” has become a mantra of the alcoholic beverage industry, but also an alibi. The legal requirement is fulfilled, the message is delivered, but it doesn’t solve the root problem. In the betting industry, the parallel is immediate.
The phrase “Play responsibly” is quickly heading down the same path. It is a mandatory message that complies with regulation, but in the middle of a sea of odds and promotions, it fades into the background. The operator publishes, the bettor reads, the regulator sees.
From the operators’ side, there is a sense of unfairness. After all, they paid license fees, set up operations in Brazil, created jobs, attracted investment, and operate within the law. Yet they face media pressure, advertising restrictions, and increased tax burden. But in a market that must prove every day that it is legitimate, fulfilling legal and tax obligations is not enough. You have to go further.
Perception is reversed by perception, and today the dominant one is that the industry drains household economies and puts people at risk. Is it true? No. But to change that narrative, repeating “Play responsibly” is not enough.
The phrase must be turned into practice, into consistent and measurable Responsible Gaming policies, communicated in a unified way, with the collective voice of the entire industry. Collective interest must prevail over individual interest, especially now, perhaps at the most critical moment since regulation began.
Responsible Gaming goes far beyond the fine print. It unfolds in three stages, all of which can already be implemented in Brazil, with qualified and accredited players. The first is education and the establishment of clear Responsible Gaming policies and metrics.
The second is real-time, multi-platform monitoring, capable of identifying risk patterns before they worsen. And the third is referral and care for those who need it, offering support and treatment for vulnerable bettors.
Without these three layers working together, any policy will be incomplete. And incomplete, it risks falling into the same old commonplace: the classic “I pretend to act, you pretend to watch, and everyone pretends to believe.”
We must show society and public authorities that Responsible Gaming, when done with integrity, is concrete proof that this is a serious, ethical industry committed to protecting players and household economies.
It’s not enough to say we care, we need to prove it. Time is short. There is still time. Let’s go.
Thiago Iusim
Founder and CEO @Betshield Responsible Gaming - www.thebetshield.com
