A fresh wave of confusion has arisen in Argentina, as Ministers question why the Executive Branch of President Javier Milei has proposed a new bill to regulate online gambling and sports betting.
Published this week, a bill drafted by the Executive Branch (the office of the President), promotes the recommendations sought by Sedronar, the Argentine Secretariat for Addiction Policies.
The bill has caused significant confusion over whether it is a direct intervention by President Milei on the Senate’s ongoing discussion to apply federal laws and consumer protections to gambling in Argentina.
As reported by SBC Noticias, the bill “does not add any new policies to the existing regulatory framework and does not address one of the most pressing issues in society: advertising.”
The only changes noted are based on combatting illegal gambling, “a regulatory discipline that is already included in the current gambling regulations at the national level and for each province that has chosen to regulate online gambling”.
Light on substance, the Executive Branches Bill makes no mention of sports sponsorships or advertising on social media, TV, and other channels, something that has been the focus of social debate regarding the industry and its aggressive advertising volume.
Deputies framework
The subject of implementing federal gambling protections gained cross-party support in November 2024, when five opposition blocs in the Chamber of Deputies jointly introduced a far-reaching proposal aimed at banning all gambling advertising and sponsorships.
The initiative was endorsed by civic committees focused on addiction prevention, social action, communications, criminal legislation, and youth welfare. Deputies agreed on the scope of a new national regulatory framework, which includes the following provisions awaiting the Senate’s approval:
- A comprehensive ban on advertising, promotion, and sponsorship of online gambling across all communication platforms, including digital media, social networks, and public spaces.
- A prohibition on gambling operators sponsoring sports teams or athletes, and restrictions on naming rights for sports venues.
- A ban on welcome bonuses and endorsements from celebrities or public figures in gambling promotions.
- Mandatory biometric facial identification for online gambling users to prevent underage access.
- Permitted advertising only within authorised gambling halls and lottery sales locations, provided they display warnings about compulsive gambling risks.
Civil society groups, lawmakers, and health experts have raised concerns over the unchecked spread of gambling advertising — particularly its effect on young people and vulnerable communities. Social media, streaming platforms, and football sponsorships have normalised gambling visibility, with many accusing the industry of deliberately targeting minors. The Executive’s failure to address advertising regulation has deepened public unease, especially in light of the high exposure to gambling content on a daily basis.
Criticism of a tepid bill
Critics, including opposition leaders and journalists, have described the new proposal as a distraction and a regressive measure. Journalist Déborah de Urieta referred to the bill as “an empty gesture” that sidesteps the most pressing threats posed by gambling. National Representative Maximiliano Ferraro labelled the initiative “a disgrace”, accusing the government of placing industry interests ahead of public health. He also condemned the absence of educational measures and public awareness campaigns, arguing that the bill fails to address the social harms linked to gambling.
The Senate has yet to announce a formal debate date. However, legal analysts caution that the Executive’s alternative bill could stall legislative progress. Critics argue that the proposal creates confusion and redundancy, potentially weakening the momentum behind the more robust regulatory approach already passed by the Lower House.
Football will have its intervention
Though the Senate has yet to reach a determination, the proposed federal ban on gambling sponsorships is likely to spark confrontation with Argentine football institutions.
Power plays are anticipated from major stakeholders, including Boca Juniors, River Plate, and the Argentine Football Association (AFA), all of which hold lucrative sponsorship agreements with betting firms such as Codere, Betsson, and Parimatch.
The measures advanced by the Chamber of Deputies pose a direct challenge to this commercial model by seeking to prohibit all gambling-related sponsorships in sport. If enacted, the legislation would significantly reshape the financial ecosystem of Argentine football, depriving clubs of a key revenue stream. Club officials have warned ministers that such restrictions could usher in a new era of financial instability for the sport.
