Lawmakers in Argentina’s Buenos Aires Province have introduced a bill to strengthen restrictions on online gambling advertising. It would also enhance protections for minors.
The proposal aims to update existing regulations to address modern digital marketing practices, including social media promotions and influencer partnerships. It also covers other online advertising methods increasingly used by licensed betting operators.
Bill Targets Influencer Marketing
The bill was introduced by provincial deputies Fabián Luayza and Viviana Romero. This followed the creation of the Gambling, Lottery and Gambling Addiction Prevention Commission in February 2026.
One of the proposal’s key measures would prohibit online gambling operators from using influencers, streamers, professional athletes, artists, public figures, or sports organizations to promote betting platforms.
The restrictions would also cover sponsored content and commercial endorsements. In addition, they include affiliate links, promotional codes, and other forms of digital marketing distributed through social media and online platforms.
Lawmakers said current regulations do not adequately address indirect advertising methods that are increasingly reaching younger audiences.
Stronger Youth Protection Measures
The proposed legislation would introduce additional safeguards designed to reduce minors’ exposure to gambling advertising.
Operators would be prohibited from using visual or audio content, characters, or other elements considered attractive to children and teenagers. The restrictions would apply across digital platforms, events, and media primarily aimed at younger audiences.
The bill also proposes stricter age verification requirements. Licensed operators would be required to implement enhanced identity verification measures, including biometric technology and facial recognition. Furthermore, it includes electronic document verification and checks against official government databases.
Platforms that identify accounts belonging to minors would be required to immediately suspend those accounts and prevent further wagering. Moreover, they must take steps to stop repeat registrations.
Penalties and Regulatory Review
Operators that fail to comply with the proposed requirements could face financial penalties or temporary suspensions. In severe or frequent violations, there could be a revocation of their operating licences.
The bill’s sponsors said the objective is not to restrict legal gambling operations. Instead, it aims to modernize Buenos Aires’ regulatory framework in response to changing technology and advertising practices.
The proposal will now move through the provincial legislative process. There, lawmakers will evaluate its potential impact on advertising standards, consumer protection, and the regulated online gambling market.
