New Resolution to Regulate Gambling Advertising in Colombia

The Colombian gambling landscape is about to undergo a transformation with the implementation of a new resolution in 2024. This resolution grants Coljuegos increased authority over gambling advertising, encompassing regulations for branding, social media, sponsorships, and more. Here are the key provisions of the new resolution:

Under the resolution, operators are prohibited from presenting misleading advertising promotions as free or risk-free. They are also restricted from sending marketing material to individuals who have opted for self-exclusion. The resolution strictly prohibits businesses from misrepresenting the nature and characteristics of the games and from including testimonies of people who have benefited from gambling activities. Additionally, operators must implement age restrictions for their advertisements on search engines to minimize exposure to young audiences.

The new rules also impose restrictions on the placement of ads in certain locations where young people might be present, such as health centers and educational institutions. Furthermore, only operators licensed by Coljuegos will be allowed to sign advertising agreements with Colombian sports teams, ensuring responsible advertising practices.

Operators will be limited to allocating up to 20% of their projected gross gambling revenue (GGR) for advertising and promotional activities. In the first year, operators are prohibited from spending more than COP9.28 billion. To ensure compliance with these spending caps, businesses must provide Coljuegos with an annual advertising investment plan. The regulator can also request quarterly marketing and advertising expenses for ongoing monitoring.

This resolution is the latest step in Coljuegos' journey to regulate gambling advertising in Colombia. The regulator initially sponsored the bill, which was submitted to the country's Congress on September 29. If passed, Coljuegos will gain significant authority to regulate advertising, payments, and aspects of responsible gambling, becoming the principal governing authority for sports betting and gaming ads.