Argentina: Gambling Advertising in Limbo – Federal Framework Still Missing

The Argentine gambling industry once again expresses disappointment with the inefficiency of the Buenos Aires government. While politicians have been making no progress on gambling advertising regulation for years, the industry has now taken its own initiative. A new "Código de Buenas Prácticas" (Code of Good Practices) aims to create common standards for online and land-based gambling activities. This is an important step to strengthen consumer protection and establish sustainable advertising standards in Argentina.

The Asociación de Loterías, Quinielas y Casinos Estatales de Argentina (ALEA) is leading this endeavor. ALEA represents the country's state lottery authorities and provincial regulatory bodies. It has presented a code that could serve as a blueprint for future provincial regulations.

Numbers and facts

The voluntary code sets out common principles for advertising to protect youth and vulnerable audiences. Ida López, President of ALEA, explained that the code establishes principles, criteria, and guidelines for the commercial communication of gambling. These are intended to provide licensees and regulators with a practical framework. The framework can later be integrated into provincial regulations, license conditions, and contractual obligations.

The code applies to all B2C marketing forms, including advertising agencies, affiliate networks, performance marketing platforms, media companies, influencers, streamers, and brand ambassadors. It will also be extended to the B2B sector. Standards for technology providers, game studios, and solution suppliers are to be codified. Advertising must clearly identify the licensed operator and, where appropriate, the issuing jurisdiction. All messages must be responsible and must not contain misleading information or representations about gambling activities, products, or promotions. The law has been blocked in the Senate for nearly three years.

Background

Ida López emphasized that gambling advertising must always fulfill its social responsibility. She clearly articulated the industry's necessary stance:

“Commercial communication must be conducted in a socially responsible manner. It must not promote harmful or pathological gambling behavior. Gambling must be presented solely as an entertainment activity for adults, within reasonable limits and supported by sufficient information.” - Ida López, President of ALEA

She added that operators and their partners should implement reasonable, proportionate, and verifiable measures. This is to prevent the exposure, recruitment, or inducement of minors and vulnerable individuals. This includes self-excluded customers and players showing signs of gambling harm. For López, the protection of Argentine children and young people cannot wait for political consensus in Buenos Aires. ALEA therefore feels compelled to proceed independently with the development of a best practice code. She argues that regulators and licensed operators have an immediate responsibility to strengthen safeguards across every jurisdiction. The code provides provinces with practical guidelines that can be adopted immediately, while broader legislative reforms continue.

This initiative comes as Argentina enters its third year without a unified federal framework governing gambling advertising. Congress has been debating legislation for nearly three years. This would introduce nationwide restrictions on gambling advertising, sponsorships, celebrity endorsements, and digital promotions. The proposal was approved by the Chamber of Deputies. It would establish Argentina's first comprehensive federal regime governing gambling advertising. The protection of minors would also be significantly extended. However, despite repeated calls for urgency, the legislation remains stalled in the Senate. No ministers or political parties are willing to present a final bill.

Among the strongest advocates are Buenos Aires City Mayor Jorge Macri and Deputy Maximiliano Ferraro. They consistently argue that Argentina requires a coordinated national strategy. This strategy is to combat youth gambling and reduce minors' exposure to gambling content. Macri has been particularly outspoken about failures in the retail gambling sector. He criticized venues that allowed thousands of underage customers to bypass age-verification controls and access slot machines. His administration has since intensified enforcement against illegal gambling operators, influencers promoting unlicensed gambling websites, and breaches involving underage gambling. At the same time, it continues to push for a federal advertising framework.

Why it matters for German players

Player protection is also a central issue in Germany. The Gambling State Treaty 2021 (GlüStV 2021) has brought important innovations here. German online casinos with a GGL (Gemeinsame Glücksspielbehörde der Länder) license are subject to strict advertising rules. This protects players and especially minors. This includes clear requirements for advertising labeling. Misleading statements are prohibited. The deposit limit of 1,000 euros per month and the stake limit of 1 euro per spin are further protective measures. In addition, the central blocking system LUGAS (Länderübergreifendes Glücksspielaufsichtssystem) is mandatory. It enables players to self-exclude across different game types. This also serves to protect individuals with problematic gaming behavior. Unlike Argentina, where there is no unified blocking system, Germany offers significantly higher security here.

What it means for GGL-licensed casinos

The situation in Argentina demonstrates the importance of a unified and comprehensive regulatory framework. GGL-licensed casinos in Germany benefit from clear guidelines. These create legal certainty for operators and trust among players. The Argentine case suggests that while self-regulation by associations plays an important bridging function, a strong regulatory apparatus cannot permanently be replaced to ensure consistently high standards across the board. In Germany, the GGL is responsible for monitoring and enforcing compliance with these requirements. Consistent standards provide a competitive advantage for the German gambling industry. They strengthen trust in legal offerings.