REGULATION IN ARGENTINA
European markets such as Spain or Denmark have achieved channelization levels above 80 percent after a decade of uniform national regulation. Studies by the Asociación de Loterías Estatales de Argentina (ALEA) have found that users do not distinguish between legal and illegal sites meaning this situation is unlikely to change. Argentina is not unique in this respect: in other mature markets, such as the United Kingdom, an aggressive “regulatory branding” strategy (e.g., UK Gambling Commission logo) was also necessary to point consumers towards regulated operators. The UK now boasts a channelization rate above 90 percent showing this can be effective. A large black market also means that a high number of minors are regular gamblers. This combined with a lack of distinction between legal and illegal sites projects onto the regulated sector a perception of permissiveness, despite licensed platforms applying strict identity verification. These challenges feed a dangerous narrative and give the impression that the regulated sector lacks sufficient controls. This image could be used to justify a unifying national intervention, even though the Constitution unequivocally reserves competence to the provinces. The role of the National Congress and the risk of overregulation In November 2024, the Chamber of Deputies approved a national bill containing highly restrictive provisions: a total ban on advertising and sponsorships, strict betting limits, biometric verification at multiple stages, and the prohibition of welcome bonuses. Although the President anticipated that he would veto the law if passed, the initiative risks enshrining in national legislation misperceptions of the regulated sector. Far from strengthening the ecosystem of the legal market, these measures could strain the operating budgets of licensed operators and shift players even further toward the illegal offer. This would repeat the failures seen in other jurisdictions where excessive restrictions on advertising or promotions resulted in lower channelization (e.g., Italy and its 2019 Decreto Dignità).
Whilst the objectives pursued – protection of minors and mitigation against the risks of addiction – are legitimate, at issue is whether the proposed tools are suitable and likely to succeed. As currently presented, the Chamber of Deputies’ proposal seems more likely to result in lower channelization rather than higher. Educating the public as an essential strategy Public education is the first line of defense of the regulated ecosystem. Consumers must understand why it is safer to bet on an authorized site and how to identify it. The creation of the .bet.ar special domain is a powerful innovation which only licensed operators can use. This model, similar to strategies implemented in Colombia and France, functions as a seal of authenticity and offers consumers a simple way to identify legal operators. Academic and technical events have also been vital: the collaboration between ALEA and IMGL in Mendoza (2022), the seminar on digital governance in Río Negro (2025), and training sessions in Buenos Aires and Córdoba show growing joint efforts between the public sector, private sector, and civil society. ALEA, as the body that brings together all gambling regulators in Argentina (and also comprises relevant actors within the private sector), plays a crucial role in granting national legitimacy to policies that would otherwise remain confined to provincial domains. The judiciary has also tested innovative mechanisms. They have struck deals with influencers who were promoting illegal sites whereby, instead of facing convictions, they were required to attend training courses and disseminate awareness campaigns. These measures, though imperfect, are a useful way of highlighting the issue, particularly among younger audiences. The fight against illegal gambling: an old sword against a digital enemy The criminal prosecution of illegal gambling faces structural obstacles:
PAGE 40
IMGL MAGAZINE | SEPTEMBER 2025
Made with FlippingBook flipbook maker