ALEA Launches Responsible Gambling Advertising Code

The Argentine Association of State Lotteries, Pools and Casinos (ALEA) has introduced a new Code of Best Practices for Responsible Commercial Communication, covering both online and land-based gambling. The initiative was presented by ALEA President and Mendoza Gaming Institute Director Ida López during an industry event attended by regulators, licensed operators and media representatives.

The new code establishes a set of voluntary principles designed to encourage responsible gambling, protect players particularly minors and vulnerable groups and help distinguish licensed gambling services from illegal offerings. It also includes recommendations on the responsible use of digital technologies, automated systems and artificial intelligence in gambling-related marketing.

Voluntary Framework for the Gambling Industry

The code has been created as a voluntary guideline for a broad range of stakeholders within the regulated gambling sector. It is intended for licensed operators, advertisers, affiliates, influencers, streamers, brand ambassadors, content creators, media companies, performance marketing agencies and regulatory authorities.

Its scope covers all forms of commercial communication linked to authorised gambling, including advertising campaigns, sponsorships, branded content, personalised promotions, affiliate marketing, promotional codes and other communications designed to attract, inform, retain or reactivate players.

Standards for Gambling Advertising

According to López, all commercial communications should promote only operators, platforms, brands, products or services that are officially licensed within the jurisdiction where they operate. Advertisements should clearly identify both the licensed operator and the relevant licensing authority.

The code also requires marketing content to be transparent, accurate, verifiable and free from misleading claims regarding gambling products, participation requirements, promotional offers, winning chances, risks or licensing status.

López added that gambling advertising should be developed responsibly, presenting gambling solely as an adult entertainment activity while avoiding messages that could encourage excessive or harmful gambling behaviour.

Focus on Protecting Vulnerable Groups

Protecting minors and individuals considered vulnerable is one of the main objectives of the new framework.

The code encourages all parties involved in gambling marketing to adopt reasonable and proportionate measures to reduce the exposure of gambling advertising to underage individuals, self-excluded players, people displaying signs of gambling-related harm and others subject to legal or regulatory restrictions.

Operators and their marketing partners are also expected to provide clear information about gambling products, identify the licensed operator and explain the conditions for participation.

Additionally, the framework advises against using vague language, exaggerated claims or messaging that could misrepresent gambling risks. It also promotes respect for consumer protection standards, personal data rules, advertising regulations and the rights of children and young people.

Supporting Responsible Market Development

Although the code is not legally binding, ALEA hopes it will serve as a reference for future regulatory, licensing and contractual frameworks across Argentina.

The association believes the initiative will contribute to a more transparent regulated gambling market while supporting responsible gambling practices and strengthening public confidence in licensed operators.