Buenos Aires Province deputies Fabián Luayza and Viviana Romano have introduced a bill that would tighten advertising rules for licensed online betting operators and strengthen measures to prevent minors from gambling.
The proposal would amend an existing provincial law by banning operators from using influencers, content creators, streamers, professional athletes, artists, public figures and sports organizations in advertising campaigns.
The restriction would also apply to sponsored content, affiliate links, discount codes, commercial mentions and other forms of direct or indirect promotion.
It would also expand existing restrictions on advertising aimed at children and teenagers. Under the proposal, gambling advertisements could not include visual or audio elements, characters or language designed to appeal to minors, nor could they appear in digital spaces, events or content primarily intended for under-18 audiences.
The legislation would introduce stricter identity and age verification requirements for licensed operators. While the provincial regulator would define the technical standards, the bill allows for measures including biometric verification, facial recognition, electronic document validation and multifactor authentication. Operators would also have to carry out periodic identity checks throughout the lifetime of an account.
In addition, if an operator identifies or suspects that an account belongs to a minor, it would be required to suspend the account immediately, block any further gambling activity and prevent the user from opening another account.
Operators that fail to comply could face warnings, financial penalties or temporary suspension of their licenses. Repeated or serious breaches could ultimately lead to license revocation.
According to Luayza and Romano, the proposal does not change the province's regulated online gambling framework. Instead, they say it is intended to reinforce safeguards against underage gambling while preserving the legal market.
The bill comes as the Buenos Aires Provincial Commission on Games of Chance, Lottery and Problem Gambling Prevention has seen little activity since it was created in February 2026, after a resolution introduced by Facundo Tignanelli, President of the Unión por la Patria bloc in the provincial legislature.
Chaired by Deputy Micaela Olivetto, the commission has met only once this year to formally establish its membership.
Enacted in 2018 and implemented in 2019, Provincial Law 15.079 introduced the legal framework for online gambling in Buenos Aires province, paving the way for the province's licensed online betting market
