Argentina's ALEA updates responsible gambling advertising code

Argentina's Association of State Lotteries (ALEA) has updated its Code of Good Practices for Responsible Commercial Communication in Online and Land-Based Betting Games.

Originally introduced in 2021, the revised code reflects changes in digital communication and technology, expanding its scope to digital platforms while introducing new standards for artificial intelligence and the protection of minors.

The updated code extends its scope to new digital channels and platforms, strengthens protections for minors and vulnerable groups, and introduces criteria for the responsible use of artificial intelligence in commercial communication. 

It also promotes adoption of a unified responsible gambling disclaimer intended to create a common reference framework across Argentina's various regulatory jurisdictions.

The document was developed by technical teams from ALEA's member regulatory bodies working alongside private sector representatives.

Ida López, President of ALEA, said: "This update is the result of public-private work to respond to the current context. It especially strengthens the protection of minors and vulnerable groups, incorporates the challenges posed by artificial intelligence and promotes unified regulation on commercial communication. 

"At ALEA we commit to continuing to work with regulators and the private sector to build clear guidelines, spread them throughout the country and review their update periodically, convinced that responsible communication is fundamental to strengthening legal, safe and responsible gambling."

Regulators from Mendoza, the City of Buenos Aires, Buenos Aires province, Neuquén, Tucumán, Chubut and Córdoba adhered to the code in person at the launch event. La Pampa, Salta, Corrientes, Río Negro, Entre Ríos, San Juan and Santa Fe also formalized their adherence.

Among the private signatories are Juegos Internacionales, BetWarrior, Zona de Azar, Casino Magic Neuquén, Win Play, Yogonet, Betano, bplay, Betsson, BenkoPay, Casino de Rosario, Inverclub, Casino Club, Hipódromo Argentino de Palermo and Casino Buenos Aires.