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The Argentine Association of State Lotteries, Pools and Casinos (ALEA) has created a New Code of Best Practices for Responsible Commercial Communication for online and land-based gambling. ALEA President and Mendoza Gaming Institute Director Ida López presented the initiative at an industry event with representatives of regulators, operators and specialized media.
The document aims to set out principles and guidelines that will help to foster responsible gambling, to safeguard players, especially minors and vulnerable groups, and to enhance the separation between legal and illegal gambling offers. It also offers guidance for the responsible use of digital technologies, automated systems and artificial intelligence for commercial communications.
A guide for the whole industry.
The code has been developed as a voluntary reference framework for licensed operators, advertisers, affiliates, influencers, streamers, brand ambassadors, content creators, media and performance marketing providers, as well as regulatory authorities in the gambling sector.
This covers all commercial communication related to authorized gambling, such as advertising, sponsorships, promotional campaigns, branded content, personalised messages, affiliate links, promotional codes, and any communication intended to attract, inform, maintain, and/or reactivate players.
Key Principles of the New Code
All commercial communications should only mention operators, platforms, brands, products, or services that have been officially authorized by the jurisdiction in which they operate, López said. In all cases, if advertising is used, it should clearly state the licensed operator and the jurisdiction.
The code also mandates that communications be clear, accurate, verifiable, and free from any misleading information about the nature of gambling, participation requirements, risks involved in gambling, winning chances, promotions, or the status of a gambling operator’s license.
“Commercial communication must also be developed in a socially responsible manner, avoiding the promotion of problematic or pathological gambling behavior, and ensuring that gambling is presented as an entertainment activity for adults, within reasonable limits and under conditions of adequate information“, López explained.
The protection of minors and vulnerable groups.
One of the main goals of the new framework is to prevent the communication of gambling-related messages to minors or vulnerable people. The code aims to inspire stakeholders to take reasonable, proportionate and verifiable steps to prevent underage people, self-excluded players, those exhibiting problematic gambling behaviour or those subject to legal or regulatory restrictions being exposed, attracted or encouraged to wager on gambling.
Moreover, all commercial communication must be responsible, transparent, legal, clear and protecting customers. An operator and a gambling marketing partner are expected to provide clear information about the gambling products, to identify the licensed operator and to explain the conditions to participate.
The code also warns against vague and misleading terms, exaggerated statements, or representations that might mislead the consumer’s understanding of gambling risks. Moreover, it fosters communication with an awareness of the diversity of readers, the dignity of the reader and applicable guidelines on consumer protection, personal data, advertising standards and the rights of children and young persons.
An Industry Standard Geared towards Responsible Growth
The code is not mandatory, but ALEA hopes it will become a standard basis and a guideline for jurisdictions to adopt or integrate into new licensing, contractual and/or regulatory frameworks.
The effort is designed to further contribute to a more transparent gambling marketplace aligned with common principles, reinforce responsible gambling and build trust in the regulated gambling market in Argentina.
Source: SBC Noticias
