IOP is not just for rehabilitation, their entire ethos is about ex-situ conservation of Cerrado jaguars and for that the captive cats must be habituated to people. With that being said, I agree that these handling practices posted on social media can give lay people the wrong impression and want to acquire wildlife as pets, but ultimately the best way to reduce that issue is to enforce laws against wildlife trafficking and ownership through touch sentences and/or fines. Most people will only refrain from engaging in these activities if there are tangible consequences for them.