ALEA Introduces New Responsible Gaming Standards in Argentina

The revised edition builds on its 2021 predecessor and emphasises the expanding landscape of licensed online gambling across Argentina's jurisdictions. Furthermore, it serves as a useful reference that regional authorities may adopt in full or adapt to their own legal systems.

Main Objectives of the New Code

ALEA's latest document focuses on several key priorities:

• improving public awareness of authorised gambling services;
• helping consumers distinguish licensed casinos from illicit platforms;
• encouraging fair and honest marketing that prioritises players’ well-being.

The framework is voluntary, allowing each jurisdiction to implement all or selected provisions. ALEA will also provide support, resources, and training to ensure alignment across the nation.

Expanded Scope for Digital Marketing Activities

One of the most notable changes is the broader definition of commercial messaging. Instead of concentrating solely on conventional advertising, the revised code now covers the digital formats commonly used to reach required audiences.

The guidance applies to:

• affiliate marketing and player acquisition campaigns;
• influencer, streamer, and brand ambassador content;
• live broadcast platforms and web societies;
• direct messages and CRM-automation tools.

This wider scope reflects how gambling companies now promote their products and communicate with punters.

4 Main Areas of the Revised Rules

The document introduces several new sections designed to address technological developments and modern responsible gaming expectations.

Let us check these provisions in more detail:

Artificial Intelligence

For the 1st time in Argentina, ALEA has included dedicated guidance on the use of AI within the iGaming sector.

According to the updated rules, operators should not:

• apply artificial intelligence to identify financially vulnerable players or analyse behavioural patterns for commercial targeting;
• automatically add bonuses after recent losses, self-exclusion requests, or other signs of potential gambling issues;
• rely on emotion-sensing systems or create a false sense of urgency to boost customer retention.

These measures encourage responsible technology use while lowering the risk of addictive gaming behaviour.

Protection of Minors

This section introduces stronger safeguards designed to reduce children's exposure to gambling products.

The recommendations include:

• ban on characters, gamification, and creative styles that attract youngsters;
• meticulous audience analysis to prevent minors from being targeted by advertising campaigns;
• prohibiting promotional activity in schools, sporting environments, and events attended mainly by teenagers.

Licensed operators are also advised not to display their brands on children's sports apparel.

Affiliates and Business Partners

According to the document, casinos and bookmakers are now jointly accountable for promotional materials published by their marketing intermediaries.

Commercial deals between operators and 3rd parties should comprise:

• mandatory adherence to the code;
• full transparency regarding promoted services;
• the right to instantly delete deceptive or unauthorised material.

This approach fosters greater accountability across the entire marketing ecosystem.

Transparent Bonus Terms

Misleading promotional offers must be eradicated by forcing firms to clearly set out all the terms and conditions before registration.

Welcome packages, loyalty schemes, and referral campaigns should explain:

• betting conditions;
• expiration dates;
• applicable deposit amounts.

The code also dissuades operators from labelling offers as "free" or "no risk" if they involve any form of payment.

Provincial Oversight and ALEA's Role

Responsibility for ensuring compliance with the law continues to rest with the supervisory body in each region, demonstrating Argentina's decentralised governance structure. ALEA will support local organisations through educational initiatives and practical instructions to help develop a unified approach across jurisdictions.

The document also requires that responsible gaming warnings be displayed alongside notices stating that casinos are prohibited for minors in every promotional message.

Multiple government authorities have already joined the initiative, including LOTBA, Córdoba Lottery, and several provincial institutions.

Private-sector supporters include:

• BPlay;
• SAGSE;
• CAOLBA;
• BetWarrior;
• Zona de Azar;
• Casino Magic Neuquén;
• Juegos Internacionales, etc.

The revised rules move Argentina's iGaming sector closer to internationally recognised best practices. Its principles are aligned with EGBA’s guidance and draw inspiration from the EU's Artificial Intelligence Act, supporting sustainable industry growth while strengthening player safeguards.