The voluntary framework expands its coverage to AI, affiliates, streaming, direct messaging and other digital marketing channels
The revised code gives Argentina’s provincial regulators and licensed operators a common reference for commercial communications without replacing the rules adopted by each jurisdiction. Its broader scope reflects the growing use of automated marketing and new digital channels by gambling businesses.
The Association of Argentine State Lotteries (ALEA) presented its updated Code of Good Practice for Responsible Commercial Communications in Online and Land-Based Gambling at its meeting centre in the City of Buenos Aires.
Technical teams from ALEA’s member regulators developed the document with representatives from the private sector. It updates the original code published in 2021.
The framework is designed for voluntary adoption, in whole or in part, by provincial lottery organisations and the City of Buenos Aires within their respective regulatory powers.
Coverage extended beyond traditional advertising
The revised document adopts the wider concept of commercial communications instead of focusing only on conventional advertising.
Its provisions cover digital customer acquisition, promotions, affiliates, influencers, streaming, brand ambassadors, direct messaging and automated communications. They apply to consumer-facing marketing and to relevant suppliers participating in the communications process.
The code also promotes a standardised responsible gambling warning for use across participating jurisdictions.
Protections for minors and vulnerable groups have been expanded through requirements covering audience segmentation, age verification, exclusion controls and content likely to appeal to younger people.
Ida López, President of ALEA
“This update is the result of public-private work to respond to the current environment. It strengthens the protection of minors and vulnerable groups, addresses the challenges created by artificial intelligence and promotes a unified approach to commercial communications.
“ALEA remains committed to bringing regulators and the private sector together to establish clear guidelines, distribute them throughout the country and review them regularly.”
Artificial intelligence receives dedicated chapter
The new version introduces specific provisions for artificial intelligence, automation and customer profiling.
It addresses the use of synthetic content and deepfakes, together with expectations concerning transparency, governance and traceability. The aim is to establish accountability when automated systems are used to create, personalise or distribute gambling promotions.
The sponsorship section has also been revised. It applies principles of proportionality and responsibility to sponsorships and large public events while recognising the contribution made by authorised operators to sport and social, cultural and community initiatives.
Primary responsibility for monitoring and enforcing the code remains with the regulator in each participating jurisdiction. ALEA can provide technical assistance when requested.
Regulators and operators support updated framework
Regulators from Mendoza, the City of Buenos Aires, Buenos Aires Province, Neuquén, Tucumán, Chubut and Córdoba signed the code in person.
Authorities from La Pampa, Salta, Corrientes, Río Negro, Entre Ríos, San Juan and Santa Fe also formalised their support.
Private-sector and industry signatories included BetWarrior, Betano, bplay, Betsson, BenkoPay, Juegos Internacionales, Casino Magic Neuquén, Casino Club, Casino de Rosario, City Center Iguazú and several Buenos Aires casino operating companies.
Media and service organisations including G&M News, Zona de Azar, Yogonet, Monografie and Win Play also joined the initiative.
ALEA said the framework is intended to help distinguish authorised gambling from illegal offers and establish clearer, more consistent communications standards across Argentina’s decentralised regulatory system.
