Argentina's ALEA revamps responsible gambling advertising guidelines

Argentina's Association of State Lotteries (ALEA) has released an updated version of its responsible commercial communication code for betting, both online and land-based. The original framework dates back to 2021.

The refresh brings the code in line with contemporary digital trends, notably expanding its coverage to new online channels and introducing standards for artificial intelligence usage. Strengthened safeguards for minors and other vulnerable groups are also central to the revision.

A key addition is a push for a unified responsible gambling disclaimer, designed to create a consistent reference point across Argentina’s differing provincial regulatory regimes. The document was shaped by technical experts from ALEA’s member regulators working in tandem with private-sector stakeholders.

ALEA President Ida López described the update as "the result of public-private work to respond to the current context." She added that it "especially strengthens the protection of minors and vulnerable groups, incorporates the challenges posed by artificial intelligence and promotes unified regulation on commercial communication." López also pledged that ALEA would continue collaborating with regulators and industry players to establish clear standards, disseminate them nationwide, and periodically review them.

At the launch event, regulators from seven jurisdictions—Mendoza, the City of Buenos Aires, Buenos Aires province, Neuquén, Tucumán, Chubut, and Córdoba—formally adhered in person. Another seven provinces (La Pampa, Salta, Corrientes, Río Negro, Entre Ríos, San Juan, and Santa Fe) also confirmed their adherence.

Private-sector signatories include Juegos Internacionales, BetWarrior, Zona de Azar, Casino Magic Neuquén, Win Play, Yogonet, Betano, bplay, Betsson, BenkoPay, Casino de Rosario, Inverclub, Casino Club, Hipódromo Argentino de Palermo, and Casino Buenos Aires.