Argentina’s Association of State Lotteries (ALEA) presented a reviewed Responsible Gambling Code on July 16th. The expanded guidelines are a reference with standardised recommendations for regulatory bodies, certified operators, and other interested parties.
The document is a modernised and completed version of the 2021 provisions, which better reflects the current realities in the segment. Specifically, the rapid growth of digital resources, developing technology, and iGaming legalisation in most national regions are considered.
Key Objectives and Extent of the Revised Code
The Association’s representatives note that the updated guidelines have several goals:
- reinforcing broader awareness of the regulated sector;
- clearly differentiating certified platforms from unauthorised ones;
- fostering ethical, explicit connections centred around customer protection.
Members emphasise the voluntary nature of the rules. Nevertheless, following them positively affects market participants' reputation and relationships with the government and official institutions.
Companies can adopt the recommendations in whole or take over only specific provisions. The final decision depends on the nuances of their region’s regulations and business capabilities.
Commercial Communication in the Advertising Field
Promotion has become the area where relevant changes are the most noticeable. New code authors expanded the common concept of marketing, adding a broader list of popular web-based channels for niche partnerships.
Now, the gambling advertising field includes the following:
- digital player acquisition methods;
- direct messages and CRM-automation tools;
- cooperation with affiliates, UGC creators, and ambassadors;
- collaboration with live streamers, involving their internet communities.
Core Provisions of the Reviewed Document: 4 Pillars
The 2026 version comprises several categories, with some introduced for the 1st time in the region. These aspects reflect contemporary society’s concerns and technological breakthroughs of recent years.
Let us explore these pillars in more detail:
Digital Innovations: Effect of AI-Powered Modules
This section lists recommendations on the ethical application of cutting-edge technology like artificial intelligence. The Code’s initial edition had no such explanations, so it is a significant improvement for the industry.
According to the new version, niche companies are prohibited from:
- utilising AI to categorise gamblers and examine risky gaming behaviour, affordability issues, or other types of possible vulnerabilities, to target these groups;
- automating bonus allocation during sensitive situations, e.g. after round loss, request for self-restriction, or other signs of potential gambling harm;
- evoking a sense of urgency in consumers and employing tools for recognising their emotions, aiming to retain the audience through the information obtained.
Access-Blocking for Children and Adolescents
The guidelines explain how to address minors' exposure to iGaming. These rules are intended to protect the youth and help operators remain compliant in the field.
Key recommendations form 3 major clusters:
- Meticulous player segmentation. Entrepreneurs are required to implement progressive systems to keep underage individuals away from online gambling ads.
- Thorough content control. Companies are forbidden to employ gamification, personages, or other means that specifically capture the attention of minors.
- Disallowed environments. Commercials cannot be placed in territories related to education, sports, or events where youth is the major part of the public. Branding on children’s athletic uniforms is a strong «no.»
Role of Affiliates: Shared Responsibilities
Not only operators, but also their marketing intermediaries are now in charge of advertisements. Particular liability notions must be present in collaboration deals.
Agreements with niche organisations and individuals should comprise:
- explicit disclosure of promoted services;
- requirements of full adherence to the new guidelines;
- allowance to instantly remove unlicensed/deceptive materials.
Enhanced Transparency in Incentives
The era of «fine-print» and misleading concepts is finally coming to an end. The revised document is intended to banish confusing interpretations, hidden pitfalls, and opaque terms.
Welcome offers, loyalty campaigns, and referrals must be transparent and clearly understandable. Wagering rules, expiration dates, and relevant financial caps should be explained even before player registration. Additionally, any bonuses involving financial terms are prohibited from containing words like «no risk» and «free.»
Federal Model and Licensed iGaming: ALEA’s Role
The Code emphasises that the main enforcement responsibilities still belong to the provincial oversight bodies. This aspect underscores the decentralised regulatory format of the gambling business in Argentina.
In this context, the ALEA serves as a tech support party focused on delivering the following:
- training programs;
- recommendations on operations;
- compliance strategies for nationwide consistency.
Additionally, the renewed document advises market members to noticeably display responsible gaming warnings in their commercials, reminding people about potential harm. Indications recalling that real-money entertainment is forbidden for underage individuals should also be prominent.
Early Code Supporters Among Industry Participants
Multiple public authorities have expressed consent to the revised guidelines. Among these organisations are LOTBA, Córdoba Lottery, and several provincial institutes.
The private sector also responded, with the following of them formally adopting the standards:
- BPlay;
- CAOLBA;
- BetWarrior;
- Zona de Azar;
- Casino Magic Neuquén, etc.
The expanded recommendations are intended to align the country’s responsible gaming norms with those of Europe. The state strives to follow the EGBA's example in this field. It is fostering rules similar to those of the EU’s Artificial Intelligence Act. This approach aims to balance the sustainable development of Argentina’s regulated sphere with more mature protections for web users.
Casino Market's experts can help you open a compliant, responsible gambling project in Latin America or other business-favouring regions. We provide turnkey services, White-Label offers, franchises, and much more.
Also, feel free to contact us for individual components and their integration. Our aggregation library includes crash games and other entertainment genres, payment tools, CMSs, security modules, etc.
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