The rise of online betting platforms in Argentina has been notable in recent years. This growth has been accompanied by an explosion in the amount of betting-related advertising, especially on sporting events. Recent data shows that advertising investments by major betting platforms have reached record numbers, increasing by 150% compared to the previous year.

Impact on Sport and Society

This increase in betting advertising has generated concern in various sectors of society. Sporting events, which have traditionally been venues for entertainment and competition, have been inundated with betting advertisements, leading to a change in public perception and greater exposure to betting among young people.

Congressional proposal

Faced with this situation, the Argentine Congress has decided to take action on the matter. The new proposal from the Frente Renovador deputy, Micaela Morán, seeks to establish a limit on the amount of betting advertising that can be broadcast, especially in sporting events and the media. The project begins by supporting "Implement a preventive campaign throughout the national territory, aimed at children and adolescents, about the risks of online gambling through betting." The focus of the standard is then on the youngest and it is explained that “Online gambling has become a growing concern due to its accessibility and appeal, especially for the youngest. Children and adolescents are especially vulnerable to the risks associated with gambling, including addiction, debt and mental health problems.”

Among several highlights of the project are: 

1. Limit on Advertising: The proposal suggests a specific limit on the number of betting advertisements that can be broadcast during sporting events and in the media. It also seeks to “prohibit the advertising, promotion and sponsorship of games of chance, skill and betting on audiovisual social media between the hours of 8:00 a.m. and 11:00 p.m.; place in the advertising of gaming companies, the logos of the State lottery institutes or agencies of the different jurisdictions that have granted them permission or concession and disseminate advertising in video exchange services through a platform whose content is exclusively found aimed at minors”

2. Restricted Hours: Restricted hours will be established for betting advertising, avoiding its broadcast during hours when minors may be exposed.

3. Responsible Gaming Messages: The legislation will force betting platforms to include responsible gaming messages and warnings about the risks of gambling in all their advertisements.

4. Teacher training: As the focus is on preventing childhood gambling, the law seeks to implement strong teacher training in the context of content on the topic of Comprehensive Education on Addictions and Problematic Consumption.

Reactions and Opinions

The initiative has received a variety of reactions. On the one hand, many sectors of society, including parents, educators and health organizations, have welcomed the proposal, arguing that it is necessary to protect young people and the vulnerable population from the influence of gambling.

On the other hand, betting platforms and some media outlets have expressed concern about the economic implications of the measure. They argue that advertising is an important source of revenue and that the limitation could negatively affect the industry and sports media that depend on these ads for funding.

The Future of Betting Advertising in Argentina

The debate over gambling advertising in Congress promises to be extensive and controversial. Lawmakers will need to balance the need to protect society from the risks associated with gambling and the importance of advertising as an economic driver for many industries.

Meanwhile, the legislative proposal has already begun to generate important dialogue about the role of gambling in society and the responsibility of gambling platforms in promoting safe and responsible gambling practices.

In conclusion, the initiative of the Argentine Congress to limit online betting advertising reflects a growing concern about the impact of this phenomenon on society. With the exponential increase in advertising spend by major gaming platforms, the need for stricter regulation appears to be more urgent than ever. The outcome of this legislative debate will have significant implications for the future of gaming and advertising in Argentina.