Uruguay Lottery Workers Oppose Betting Ad Exemption for Libertadores Final
Uruguay.- 25 September 2026 | www.zonadeazar.com The Association of Employees of Uruguay’s National Directorate of Lotteries and Quinielas, AFAL, has opposed any exceptional relaxation of the country’s restrictions on advertising and sponsorship by sports betting companies during the Copa Libertadores final.
The union’s position follows concerns raised by South American football governing body Conmebol and the Uruguayan Football Association, AUF, over how local advertising rules will apply during the continental final.
The match is scheduled to take place on 28 November 2026 at the Estadio Centenario in Montevideo.
AFAL Opposition
AFAL argues that existing regulations should not be amended or relaxed because of the commercial and sporting importance of a single event.
The union views advertising restrictions as part of a broader public policy aimed at protecting consumers and preserving control over Uruguay’s legal gambling market.
For the organisation, the issue extends well beyond the final itself.
Conmebol and AUF Request
The controversy emerged after the AUF raised concerns with the Government over Conmebol’s commercial agreements with betting companies that are not authorised to operate in Uruguay.
The main concern is the possible appearance of betting brands through:
- Stadium advertising.
- Perimeter boards.
- Sponsorships.
- Team kits.
- Commercial signage.
- Broadcast advertising.
Uruguayan law restricts the promotion of gambling services that are not locally authorised.
Final at the Estadio Centenario
The 2026 Copa Libertadores final will be staged at the Estadio Centenario.
Hosting the event in Montevideo places the tournament under Uruguay’s existing regulatory conditions.
This creates a particular challenge because many international competitions and football organisations have commercial agreements with betting companies.
Advertising by Unauthorised Operators
AFAL stressed that Uruguay’s regulatory framework is designed to prevent unauthorised operators from promoting their services within the country.
Restrictions are not necessarily limited to the direct provision of gambling services.
They also cover different forms of advertising and sponsorship associated with platforms that do not hold authorisation from the National Directorate of Lotteries and Quinielas, DNLQ.
Uruguay’s Regulatory Model
Uruguay maintains a restrictive framework for privately operated online gambling.
The DNLQ has responsibilities relating to the authorisation, control and supervision of certain gambling products.
The legal framework also provides measures against the promotion of platforms operating without local authorisation.
Advertising as Part of Enforcement
AFAL argues that advertising restrictions are not a secondary issue.
The union considers commercial promotion one of the principal mechanisms through which operators can acquire customers.
For that reason, limiting advertising forms part of Uruguay’s wider strategy for restricting access to unauthorised gambling services.
Protecting the Legal Market
The union believes exemptions could negatively affect the regulated gambling system.
Authorised products and operators are subject to specific domestic rules and controls.
AFAL argues that allowing advertising exposure for companies outside those conditions would create an uneven playing field for the legal market.
Social and Public Health Protection
AFAL has also connected the debate with social and public health considerations.
The union sees restrictions on unauthorised gambling as part of wider policies intended to reduce gambling-related risks.
It argues that advertising rules should therefore be considered from this perspective rather than solely as a commercial or sporting matter.
Position on Unregulated Gambling
AFAL warned that advertising can allow platforms outside Uruguayan oversight to attract domestic consumers.
The organisation argues that this could reduce the state’s ability to supervise gambling activity.
It also raises questions regarding consumer protection, operator accountability and the destination of money spent on betting.
Union Questions AUF Position
AFAL has also questioned the position adopted by the Uruguayan Football Association.
According to the union, the AUF benefits from funds generated through the formal gambling system and taxation linked to legal gaming activity.
It therefore considers it contradictory for the organisation to seek an exemption that could benefit operators without local authorisation.
Gambling and Football Funding
The relationship between regulated gambling and sport forms part of AFAL’s argument.
Various mechanisms within Uruguay’s legal gaming system contribute directly or indirectly to sporting activity.
The union believes this relationship should be considered when discussing possible exemptions for companies outside the authorised framework.
Legal Certainty
Legal certainty is another central argument.
AFAL believes regulations should be applied consistently regardless of the economic significance of a particular event.
From this perspective, creating a specific exception for the Copa Libertadores could lead to unequal application of rules that remain binding on other stakeholders.
Equality Before the Law
The union has also invoked the principle of equality before the law.
It argues that private commercial agreements should not alter obligations imposed by national legislation.
The scale of the final should therefore not in itself justify suspending existing controls.
Conmebol Commercial Agreements
The Copa Libertadores is one of Conmebol’s most important commercial assets.
The tournament maintains international agreements with sponsors and commercial partners that may operate under different rules across individual countries.
When an international competition takes place in a jurisdiction with specific restrictions, conflicts can emerge between these agreements and local legislation.
Compliance With Local Law
AFAL argues that, where such incompatibilities exist, commercial contracts and event arrangements should be adapted to Uruguayan legislation.
The union rejects the idea of changing national rules to accommodate private contractual commitments.
It considers this principle essential to maintaining regulatory consistency.
Alternative Venue
The union has taken a particularly firm position regarding the location of the match.
AFAL said that if Conmebol’s commercial commitments are incompatible with Uruguayan law, the appropriate options would be to adapt those agreements or select another venue.
In its view, Uruguay should not amend its regulatory framework solely to accommodate external contracts.
AUF Position
The Uruguayan Football Association had previously asked the Government to identify a solution to the issue.
AUF president Ignacio Alonso participated in discussions involving national authorities and Conmebol representatives.
The objective was to prevent strict application of advertising restrictions from producing sanctions linked to commercial elements displayed during the final.
Difficulties for Uruguayan Clubs
The issue is not limited to the Libertadores final.
Uruguayan clubs have faced similar circumstances when hosting foreign teams whose shirts carry betting sponsors.
These situations are difficult because a sponsor may be legally active in the visiting club’s domestic market while lacking authorisation in Uruguay.
Shirt Sponsorship
Team kits represent one of the more difficult elements to manage.
While certain forms of advertising can technically be removed or replaced, official shirts may form part of long-term sponsorship agreements.
These situations have increased pressure to establish practical criteria for international competitions.
Stadium and Broadcast Advertising
Technology makes it possible to adapt some advertisements depending on the country receiving a broadcast.
International competitions increasingly use differentiated commercial feeds for different markets.
However, physical advertising within a stadium can be substantially more difficult to modify.
Government Position
President Yamandú Orsi has publicly acknowledged that the current rules create practical difficulties in international football.
He specifically highlighted situations involving foreign clubs arriving in Uruguay with betting companies as sponsors.
However, he also indicated that the discussion did not amount to a broader change in the legal status of online gambling.
No General Legal Change Proposed
The immediate debate centres on how existing rules should apply during international matches.
This is different from a general reform of Uruguay’s gambling framework.
Hosting the Copa Libertadores final has not in itself resulted in a proposal to open the domestic market to additional betting operators.
Statements
AFAL said the discussion surrounding advertising restrictions extends far beyond a football match.
The union argued that these limits form part of a system designed to prevent unauthorised operators from attracting Uruguayan consumers and extracting resources from the country.
It also stated that legal certainty and equality before the law should not be weakened because of the economic or sporting importance of a particular event.
AFAL argued that if Conmebol’s commercial contracts are incompatible with Uruguayan legislation, those agreements should be adjusted or another host location selected rather than demanding a special relaxation of domestic rules.
2017 Reform
The union noted that the current framework reflects regulatory decisions consolidated over recent years.
A reform adopted in 2017 strengthened restrictions relating to the operation and promotion of unauthorised online gambling.
AFAL considers these measures part of a broader state policy rather than rules that should be modified for individual events.
DNLQ Powers
The National Directorate of Lotteries and Quinielas can act against advertising linked to unauthorised gambling activities.
The framework allows authorities to require certain commercial communications to cease and provides for sanctions where rules are repeatedly breached.
These powers can apply to different parties involved in the dissemination of advertising.
Scope of Restrictions
Uruguay’s rules cover multiple media and promotional formats.
These may include:
- Audiovisual media.
- Digital platforms.
- Event advertising.
- Sports sponsorship.
- Electronic communications.
- Signage.
- Other promotional channels.
The regulatory objective is to restrict the promotion of gambling services that lack domestic authorisation.
Sports Sponsorship
Sponsorship is one of the major areas of tension between Uruguay’s framework and international football.
Betting companies maintain a significant commercial presence across numerous South American leagues and clubs.
Foreign teams can therefore enter Uruguay with sponsorship arrangements that do not necessarily comply with local rules.
Regional Betting Sponsorship
The expansion of sports betting has transformed football sponsorship across Latin America.
Numerous clubs and competitions maintain commercial relationships with betting operators.
This creates increasing challenges for jurisdictions that impose stricter restrictions on gambling advertising.
A High-Exposure Event
The Copa Libertadores final attracts a major international audience.
Brand exposure during the match can therefore reach far beyond spectators inside the stadium.
Any exceptional advertising permission could consequently have an impact well beyond the venue itself.
Risk of Precedent
One key question is whether a temporary exemption could later be cited as a precedent for other events.
AFAL believes that relaxing enforcement for one major occasion could weaken the consistency of the wider framework.
The union wants to prevent economic significance from becoming a basis for regulatory exemptions.
Defence of the Existing Model
AFAL called on public authorities, political stakeholders and civil society to defend Uruguay’s existing regulatory policy.
The union believes the framework has been developed through sustained policy decisions and serves objectives beyond revenue generation.
These include social protection, institutional oversight and defence of the regulated market.
Industry Context
The dispute highlights a growing challenge for international sport.
Competitions operate across multiple jurisdictions while sponsors often hold regional or global agreements.
When those sponsors operate within sectors subject to different rules from country to country, conflicts can arise between commercial rights and national legislation.
In Uruguay, the issue is particularly significant because of the country’s restrictions on unauthorised online betting operators.
Next Steps or Impact
The debate will continue ahead of the Copa Libertadores final on 28 November in Montevideo.
Authorities will need to determine how advertising restrictions will be enforced inside the Estadio Centenario and how betting-related sponsors will be treated.
AFAL’s position adds pressure for strict application of existing legislation without special exemptions.
The case may also become an important reference for future international sporting events in Uruguay, particularly where teams or competitions have commercial agreements with brands that are not authorised locally.
For the union, the central issue is maintaining during one exceptional night the same regulatory system that remains in force throughout the rest of the year.
Editó: @fonta
