Buenos Aires Regulator Calls for Restrictions on Athlete Betting Ads
Argentina.- 5 November 2026 | www.zonadeazar.com Gonzalo Atanasof, President of the Buenos Aires Provincial Institute of Lottery and Casinos (IPLyC), has called for stronger restrictions on online betting advertising, particularly campaigns featuring prominent athletes and public figures who influence children and teenagers.
The regulator expressed concern about the widespread presence of betting brands during sports broadcasts and on football shirts.
However, he also warned that a complete advertising ban could encourage consumers to migrate towards illegal gambling platforms.
Concerns Over Sports Betting Advertising
Atanasof argued that young people’s exposure to betting promotions requires an urgent review of existing advertising practices.
The IPLyC President criticised campaigns that associate gambling products with personal or sporting success.
During an interview, he stated that urgent action was needed, including measures affecting licensed platforms, because he considered current advertising intrusive and inappropriate when linked to personal achievement.
His comments indicate that stronger advertising restrictions could be considered even for authorised operators.
The Role of Athletes and Public Figures
A central issue raised by Atanasof concerns the use of professional athletes in gambling advertising.
He believes regulators should examine whether sporting personalities admired by children should commercially represent betting companies.
The official also suggested discussing time restrictions on gambling advertisements to reduce exposure among younger audiences.
For now, these comments represent proposals for regulatory discussion and do not constitute newly approved advertising restrictions.
Illegal Operators Estimated to Control 80% of the Market
Atanasof also highlighted the scale of illegal online betting activity in Argentina.
According to official estimates cited by the IPLyC, approximately 80% of the country’s online betting market operates illegally.
The regulator warned that unauthorised platforms can reach consumers directly through mobile phones, making enforcement particularly challenging.
The figure represents the authority’s estimate and highlights its concerns about the expansion of unlicensed gambling.
Risks Associated with a Complete Advertising Ban
Despite criticising current promotional practices, Atanasof warned that completely prohibiting advertising by licensed operators could have unintended consequences.
He argued that a blanket ban would not necessarily eliminate demand for betting.
Instead, it could encourage customers to use illegal platforms, where authorities have fewer tools to enforce consumer protection requirements.
Atanasof referred to regulatory challenges in Brazil as an example of the difficulties involved in combating unlicensed gambling networks.
More Than 80 Legal Complaints Against Influencers
The IPLyC President confirmed that Buenos Aires Province has initiated more than 80 legal complaints against influencers promoting unauthorised betting platforms.
The actions target content creators using social media to direct audiences towards illegal gambling websites.
Atanasof explained that some individuals involved had claimed they were unaware of the applicable legal restrictions.
The regulator considers stronger enforcement essential to addressing the promotion of unlicensed operators.
Young People Acting as Illegal Betting Cashiers
Another concern raised by Atanasof involves young people acting as intermediaries within illegal betting operations.
According to the regulator, economic difficulties have contributed to thousands of young people becoming involved as informal cashiers, facilitating deposits and financial transactions.
This activity represents another dimension of the illegal betting market, combining digital platforms with informal payment networks.
The situation creates additional challenges for enforcement and gambling harm prevention.
Concerns About Digital Gambling Harm
Atanasof also warned about the speed at which problematic gambling behaviour can develop in digital environments.
He described the current situation as a combination of social, technological and economic factors contributing to the expansion of online betting.
These include isolation during the pandemic, digital reward mechanisms and financial difficulties.
In his assessment, certain gambling-related problems that previously developed over several years may now emerge within approximately 24 months of continued exposure.
Industry Impact and Next Steps
The comments from the IPLyC President have renewed discussions about betting advertising restrictions in Argentina and the responsibility of athletes participating in promotional campaigns.
The regulatory challenge involves reducing underage exposure and preventing gambling-related harm without encouraging consumers to move towards illegal platforms.
With more than 80 complaints against influencers and official estimates suggesting that illegal operators account for 80% of online betting activity, Buenos Aires is calling for stronger advertising oversight and a review of restrictions affecting licensed operators.
Any potential regulatory changes would require further consideration by the relevant authorities.
Edited by: @fonta
