Argentina debates a federal ban on online gambling ads to protect minors and regulate the industry. (Image: Greg Balfour Evans/Alamy)

Federal lawmakers in Argentina are set to consider a new proposal that would introduce a complete ban on the advertising of online casinos and sports betting via print media as well as across all television, radio, and digital platforms.

Argentina is home to some 45.7 million people and began allowing its 24 semi-autonomous provinces to license firms for the provision of iGaming entertainment in 2018. It encompasses online casinos, sports betting, poker, bingo, and other forms of interactive gaming, allowing users to place bets online through websites and mobile apps. Today, such activities are legal in 15 of these jurisdictions, with burgeoning aggregated annual revenues that could reach as high as $2 billion by the end of the decade.

Puzzling Picture 

However, the highly independent nature of the licensing system in Argentina has led to a complicated and often confusing advertising landscape, although certified operators are meant to ensure their marketing does not target or feature minors. Such firms are also required to introduce safeguards to prevent the airing of spots that could be construed as misleading or dishonest.

A new proposal from the office of the independent National Ombudsman is now looking to end this problematic state of affairs by prohibiting iGaming firms from advertising their brands via media channels anywhere in the country. As written, the recently introduced measure would moreover bring in strict age verification mechanisms and forbid such companies from sponsoring local sports teams or showcasing their wares by means of billboards in public spaces.

Adolescent Appreciation

The National Ombudsman declared the recent growth in the popularity of online gambling and sports betting ‘has generated a new and worrying problem’ especially when it comes to minors. The authority stated those under the age of 18 are ‘in a stage of cognitive and emotional development’ and may often be ‘in a vulnerable position in the face of the intense and seductive advertising of these services’.

“Recent studies have shown that constant exposure to these advertising campaigns increases the likelihood of developing addictive behaviors related to gambling, which is a condition known as ‘cybergambling addiction’,” the National Ombudsman said. 

“Adolescents, being in a stage of cognitive and emotional development even in training, are particularly susceptible to these effects.” 

Almighty Authority

The proposal from the National Ombudsman also calls for the creation of a federal entity to monitor licensed firms’ adherence to the new rules. The legislation proposes giving this fresh body ‘the necessary powers to inspect, audit, and sanction offenders’ countrywide as well as the ability to commission awareness campaigns dealing with the risks of gambling addiction.

“This bill has the primary objective of preventing gambling addiction in adolescents by regulating the advertising of online gambling,” the National Ombudsman said. “International evidence shows the implementation of restrictive policies in this area can be effective in reducing young people’s exposure to harmful content.”

Staged Start 

However, the current language of the proposed legislation from the National Ombudsman would additionally give licensed iGaming operators up to six months to adapt their advertising practices to the new rules, which would come into force 120 days after ratification.

Nevertheless, the planned measure likewise calls on the government to bring in a set of severe sanctions for any iGaming operators found to have violated the new rules on advertising. The National Ombudsman asserted these should include ‘a warning, fine, suspension, or cancellation of the licence to operate online games and bets’. 

“By adopting these measures, we not only protect the health and wellbeing of our adolescents but we also promote comprehensive and healthy development in line with the values ​​and principles that we defend as a society,” the National Ombudsman said.