IBJR releases third film against illegal gambling focused on protecting minors.
The Brazilian Institute for Responsible Gaming (IBJR) launched the third film in the “Enough of Goats in the Room” campaign, focusing on protecting children and teenagers against illegal gambling. The new advertisement was broadcast this Sunday (7) during Fantástico in São Paulo. The entity brings together the main betting operators in Brazil and the world.
The complete campaign includes TV commercials, radio spots, airport billboards, social media initiatives, and a dedicated website. The goal is to educate bettors about the importance of choosing platforms regulated by the Brazilian government's Prize and Betting Secretariat (SPA).
Created by the 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 bothersome problem that many insist on ignoring: illegal betting.
The new film highlights the vulnerability of minors to illegal gambling. According to IBJR, these platforms do not require proof of identity or use facial recognition technology, allowing children and teenagers access to online betting.
The campaign warns of the risk of clandestine platforms being accessed by minors. The materials clearly explain that while betting sites regulated by the Federal Government, those ending in .bet.br, require document verification and facial recognition, clandestine sites allow free access.
On the same day, the audience in Brasília watched the campaign's initial 30-second film, which had been shown the previous Sunday in São Paulo. The broadcast strategy demonstrates the campaign's expansion to different regions of the country.
The advertisement's text directly addresses the problem when two friends are chatting over coffee: "Oh, friend, is your daughter playing online in an illegal betting shop? It's ridiculous. Those guys advertise to minors because they're easy targets."
The actor then advises: “It’s time to talk about the elephant in the room. Beep. Illegal betting exploits minors. Regulated betting has access controlled by CPF (Brazilian tax ID) and facial recognition. Enough with the elephant in the room. Illegal betting is a no-go. Beep.”
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The campaign also clarifies myths about the regulated sector and alerts authorities about the illegal betting market in Brazil. A survey by LCA Consultores, commissioned by IBJR, reveals the urgency of the issue: it is estimated that 51% of the Brazilian betting market still operates illegally, exposing bettors to fraud, financing illicit activities, failing to collect taxes and generate jobs.
“The elephant in the room represents a problem that many see, but that needs to be addressed 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, as it does not generate taxes that would return as benefits to the population,” emphasizes Fernando Vieira, Executive President of IBJR.
IBJR informs that legalized platforms can be identified by the domain name ending in .bet.br.
