Argentina’s ALEA Expands Gambling Ad Code to AI and Affiliates

Argentina’s lottery association has widened its responsible advertising framework to cover the digital channels used to attract and retain players. The voluntary code now addresses affiliates, influencers, automated systems, and personalized marketing.

The Argentine Association of State Lotteries, Pools and Casinos, known as ALEA, presented the updated code at an industry event attended by regulators, operators, and specialized media. Its scope is not limited to conventional advertising. It also covers:

Affiliate marketing;
Digital customer acquisition;
Streaming;
Online communities;
Direct messaging;
CRM automation;
Content produced by influencers and brand ambassadors.

The framework applies to operators, advertisers, agencies, affiliates, influencers, streamers, content creators, media companies, and performance marketing providers.

Licensed Brands Must Be Identified

ALEA says gambling promotions shall only include references to operators, products, and services that have been duly authorized by the applicable jurisdiction. All marketing material must indicate who the duly authorized operator is and the jurisdiction that authorized it. Any claims about bonuses, winning chances, eligibility requirements, and an operator’s license status must also be accurate and verifiable.

The guidelines frown upon any vague terminology and overstatements that could mislead a gambler.

AI Marketing Faces New Limits

Automated systems and AI tools are specifically mentioned in the guidelines. ALEA is trying to get the operators to make use of these systems in a way that does not single out individuals who are vulnerable.

The code prohibits the use of AI to profile players and identify financial vulnerability, impulsive behavior, or other forms of susceptibility for commercial targeting. It also restricts automated bonuses and incentives after recent losses, self-exclusion requests, or other signs of gambling-related harm.

These guidelines do not impose a blanket ban on AI-powered marketing campaigns. What the framework does is prohibit specific uses that could exploit vulnerable players.

Operators Remain Responsible for Partners

Licensed operators share responsibility for content published by their commercial partners. Contracts with agencies, affiliates, and streamers must include compliance clauses, clear disclosure requirements for sponsored content, and provisions allowing unauthorized or misleading material to be removed immediately.

Bonuses Need Clearer Conditions

Promotions need to disclose any significant limitations to the offer before the customer decides to take part in them. This includes information on wagering requirements, expiration periods, and applicable financial restrictions. It is inappropriate to refer to promotions as free or risk-free when the customer needs to make a deposit or comply with other conditions.

Another provision relates to efforts that can be made to reduce risks among youth and vulnerable populations.

Adoption Will Decide Its Impact

The code is a voluntary industry framework rather than national legislation. Gambling remains regulated by Argentina’s provinces and the City of Buenos Aires.

Even without mandatory status, the document gives licensed operators a clearer benchmark for digital marketing. Its most important effect may be the removal of distance between operators and their promotional partners. Under ALEA’s approach, an affiliate or influencer campaign remains part of the operator’s compliance risk.