ALEA updated its Code of Best Practices for Responsible Commercial Communication in Online Gambling and presented the revised framework on 16 July at its conference centre in Buenos Aires. The voluntary code is meant to serve as a reference for regulators, licensed operators and other stakeholders, with the aim of setting common standards across Argentina.
According to Yogonet, Ida López, who leads both the Provincial Institute of Gaming and Casinos of Mendoza and ALEA, said the new version expands the 2021 code to reflect today’s environment, the evolution of digital channels and emerging technologies. The document moves beyond traditional advertising to a broader concept of commercial communication, and it adds a dedicated chapter on the ethical use of digital technologies and artificial intelligence.
The code also tightens safeguards around younger and more vulnerable audiences. It seeks to strengthen the distinction between legal gambling and illegal offerings, and it recommends that all commercial communications prominently display the warning: “Compulsive gambling is harmful to your health”. It also says communications should indicate that gambling is prohibited for minors.
Promotions are another focus. The updated framework aims to eliminate confusing fine print by requiring clear disclosure, before registration, of wagering requirements, expiration periods and applicable financial limits in welcome bonuses, loyalty programmes and referral offers. It also prohibits describing promotions as “free” or “risk-free” when financial conditions apply.
Responsibility is extended down the marketing chain. Licensed operators are required to share responsibility for content published by affiliates and other commercial partners, and contracts with agencies, affiliates and streamers must include clauses requiring compliance with the code, clear sponsorship disclosure and the ability to remove unauthorised or misleading content immediately.
iGamingToday said the code covers commercial communication linked to authorised gambling, including advertising, sponsorships, branded content, personalised messages, affiliate links, promotional codes and campaigns designed to attract, inform, retain or reactivate players. It also says messages must name only operators, brands or services authorised in the jurisdiction where they operate, and, when advertising is used, identify the licensed operator and the jurisdiction.
The framework says communications must be clear, accurate and verifiable, and free from misleading claims about gambling’s nature, risks, chances of winning, promotions or licence status. López was quoted saying commercial communication should be socially responsible, avoid encouraging problematic or pathological gambling, and present gambling as adult entertainment within reasonable limits and with adequate information.
ALEA says primary enforcement remains with each jurisdiction’s regulator, while the association will provide operational guidance, training and compliance models to encourage consistent implementation. The code is voluntary, and ALEA hopes provincial lotteries and the Lottery of the City of Buenos Aires will adopt it in whole or in part within their own licensing, contractual or regulatory frameworks. Launch materials also listed early participants including BetWarrior, Casino Magic Neuquén, BPlay, Betsson, Betano, Monografie, CAOLBA, Juegos Internacionales, Zona de Azar and Yogonet, and said the framework aligns with principles promoted by the European Gaming and Betting Association and the European Union’s Artificial Intelligence Act.
