The Buenos Aires City Lottery (LOTBA) held another compliance training session for influencers last week, targeting celebrities who previously promoted illegal gambling platforms on social media. The initiative runs in coordination with the Specialized Prosecutor’s Office for Gambling (FEJA) under what officials call Reparation Agreements.
So far, 23 influencers have completed the course, while LOTBA has issued 93 formal notices related to unlicensed gambling activity and filed 22 complaints against illegal operators. Regulators say this is just the beginning of a much larger crackdown.
Why This Training Matters for Argentina’s Market
Illegal gambling platforms create significant risks in Argentina. They fail to block minors from accessing games, ignore responsible gambling rules, and operate without consumer protections. By educating influencers, LOTBA aims to reduce promotion of these unlicensed operators and shift visibility toward legal, regulated platforms.
The program underscores LOTBA’s broader enforcement strategy in Buenos Aires, where influencer marketing has become a major challenge. Many celebrities accept deals without checking whether the gambling brand is licensed.
What the Training Sessions Actually Cover
The curriculum introduces influencers to the dangers of unauthorized gambling platforms, LOTBA’s role as the regulator, and responsible gambling guidelines. Training sessions use real-world examples of compliance failures rather than abstract lectures to show practical consequences.
The initiative began in July, paired with LOTBA’s social media awareness campaign that highlighted risks of unlicensed sites and promoted addiction prevention. Influencer Agustina Cabaleiro even discussed the issue publicly on her YouTube channel, showing growing awareness of the problem.
How This Reshapes Influencer Marketing Rules
Alongside the training, LOTBA relaunched its “To Speak is to Win” campaign, encouraging public dialogue around gambling risks and protections for minors. Influencers now face potential legal consequences if they promote unlicensed platforms, pushing them to vet gambling sponsorships more carefully.
The approach represents a shift in Argentina’s regulatory landscape, prioritizing education over fines while reshaping how celebrities engage with gambling brands. LOTBA’s model could inspire other Latin American regulators to adopt similar compliance programs, especially given the early success in reducing irresponsible promotions.
