The campaign, created by the agency We, has been running since August 31 and will be aired on television, radio, airports, and social media until December. Its goal is to raise awareness among bettors to use only government-authorized sites — which always end in .bet.br — and to alert authorities about the impact of the illegal market, which operates without paying taxes and without offering consumer safety.
Currently, about 80 companies are authorized to operate sports betting and online gaming in Brazil, representing more than 180 brands. In contrast, thousands of illegal sites remain active, allowing underage gambling and harming the regulated sector, which has already paid R$ 35 million (US$6.5m) in licensing fees and continues to comply with its tax obligations.
With the slogan “If you’re going to play, choose a bet that ends in .bet.br. To play, there must be rules. Illegal 'Bets' are not acceptable,” IBJR reinforces its commitment to Responsible Gaming and to building a safe and sustainable market in the country.
IBJR
The Brazilian Institute for Responsible Gaming operates in Brazil with a focus on promoting Responsible Gaming and supporting the development of a regulated, safe, and sustainable betting market.
Founded in 2023, it represents about 75% of the Brazilian market, bringing together leading betting companies from Brazil and around the world. Its purpose is to build an online betting ecosystem that is integral, sustainable, and responsible.
The institute brings together operators, suppliers, and other stakeholders in the sector, creating a collaborative space to share best practices, develop programs to prevent gambling addiction, and guide consumers toward responsible betting behaviors.
Members include:
- Alfa
- Bacana Play
- BandBet
- bet365
- Betano
- BetBoo
- BetBoom
- BetBra
- Bet do Milhão
- BetEspecial
- Betfair
- BetMGM
- Betnacional
- Betsson Group
- Bolsa de Aposta
- EstrelaBet
- Fultbet
- KTO Group
- Matchbook
- Novibet
- Pinnacle
- PlayUZU
- Sportingbet
- TQJ
Associates include:
- OKTO
- Better Collective
- Clever Advertising
- OneKey Payments
- GeoComply
For more information about IBJR, visit: www.ibjr.org.br.
Source: GMB
