A senator in Buenos Aires Province has introduced legislation seeking to ban online gambling advertising within sports environments, including shirt sponsorships and stadium signage.

The proposal, introduced by Senator Malena Galmarini, aims to reduce public exposure to gambling, particularly among children and young adults.

Major football clubs could be affected

If approved, the legislation would have a significant impact on Argentine football, particularly clubs based in Buenos Aires Province.

Teams such as Boca Juniors and River Plate, currently sponsored by Betsson and Codere respectively, could be forced to remove gambling branding from kits and related commercial assets.

The bill would prohibit gambling advertising within 100 metres of sports venues and ban betting-related sponsorship visibility during sporting events.

Focus on protecting minors

Galmarini stated that the objective is not to prohibit gambling itself, but to shield community sports environments from gambling exposure.

The proposal frames sports clubs as spaces of social and community value that should remain protected from excessive betting promotion, especially due to their close connection with families and younger audiences.

Enforcement and penalties

Under the proposed framework, the Provincial Undersecretariat of Sports would oversee enforcement in cooperation with consumer protection and child welfare authorities.

Municipal governments would also play a role in monitoring compliance locally.

Operators and organisations failing to comply could face substantial financial penalties, ranging from warnings to fines exceeding US$79,000. Authorities would also retain the power to suspend or revoke advertising permissions and related licences.

Closing loopholes around betting brands

The bill specifically seeks to prevent operators from bypassing restrictions through sub-brands or affiliated entities.

This follows similar developments in European markets, where betting companies have used media or entertainment subsidiaries to maintain visibility despite advertising bans.

Growing global trend

The proposal reflects a broader international movement toward tighter restrictions on gambling sponsorship in sport.

Countries including Italy, Belgium and the Netherlands have already introduced limitations on betting-related shirt sponsorships and sports advertising.

Outlook

If enacted, the Buenos Aires proposal could become one of the most restrictive gambling advertising frameworks in Latin American sport.

The measure would also intensify ongoing debates around the balance between sports financing, consumer protection and the visibility of gambling brands in football.

Sources: IGB, iGaming Express