Buenos Aires Province Senator Malena Galmarini has introduced a bill that seeks to ban online gambling advertising at sports events.
The bill would prohibit any signage within 100 metres of sports venues, including a ban on gambling advertising on sports kits.
This could prove particularly problematic for the likes of football giants Boca Juniors and River Plate, both of which are based in Buenos Aires and are currently sponsored by Betsson and Codere respectively.
The aim of the bill is to reduce the Buenos Aires Province population’s exposure to gambling, while also preventing gambling addiction and maintaining the social functions of sports clubs as “institutions of community benefit”.
Galmarini noted the bill’s approval was particularly important for protecting children, stating: “The objective is not to ban the gambling industry itself, nor its advertising in general terms, but rather to protect a specific and particularly sensitive space: the community sports environment – a setting frequented by children, adolescents and families.”
The penalties for failure to comply
If approved, Galmarini’s bill would designate the Provincial Undersecretariat of Sports as the enforcement authority, tasked with coordinating with the affected sports establishments.
The Provincial Undersecretariat of Sports would carry out these responsibilities in conjunction with the Undersecretariat for Consumer Protection and the Provincial Agency for Childhood and Adolescence.
Municipalities would also assume responsibility for ensuring compliance within their jurisdictions. Meanwhile, the Provincial Institute of Lotteries and Casinos would provide assistance on technical matters for operators subjected to the ban.
For those who fail to comply, the bill outlines sanctions that will range from formal warnings to penalties of between 500 and 50,000 “fine units”. Currently, each fine unit is equivalent to Arg$2,215 (US$1.59), meaning the maximum penalty could reach roughly US$79,514.
Additionally, the Executive Branch will reserve the right to suspend or revoke licences and permits relating to the advertising activities of operators.
Galmarini explained: “The bill seeks to uphold substantial public interests – such as public health and the protection of minors against gambling addiction – and constitutes a proportionate initiative, given that it does not prohibit the activity itself or its advertising in general, but merely removes it from the community sports environment.”
Examples of other nations’ ad bans
Galmarini highlighted that a number of other nations already employ similar bans on betting sponsorship within sports.
Sports teams in Italy, Belgium and the Netherlands are prohibited from kit sponsorship from betting companies, but some operators have somewhat managed to bypass the ban.
In Italy, for example, Inter are sponsored by Betsson’s media arm.
Galmarini’s bill specifically outlines the ban would be enforced on sub-brands that are “substantially associated” with operators through aspects such as typography or design.
Kyle Goldsmith
Kyle has been with Clarion since December 2023, joining from the world of sports journalism, subsequently becoming a LatAm-facing senior reporter with iGB.
