Coljuegos, the Gambling Authority of Colombia, has taken a significant step towards regulating gambling advertising and ensuring higher industry standards in marketing and communications by sponsoring a bill that aims to establish new rules and guidelines for authorized operators in Colombia.
One of the key recommendations is that Coljuegos should become the authority for monitoring all forms of gambling advertising in Colombia. This would also give it the power to oversee and regulate advertising activities conducted by authorized operators.
The bill also emphasizes the need for clear identification of authorized operators and the games they offer. It states that the advertising of authorized operators must prominently display their approved brand and clearly indicate the company name or commercial image of the operator being promoted.
Coljuegos aims to promote responsible advertising practices in the gambling industry. The bill recommends that operators have a set limit for advertising investments based on their previous year’s spend. This measure ensures that operators do not engage in excessive advertising and helps prevent the overexposure of gambling advertisements to the general public.
Coljuegos will require licensed operators to submit their marketing investment plans for authorization and monitoring of their campaigns. This ensures transparency and accountability in advertising activities.
Operators that exceed their advertising spending limits may face fines up to 100 percent of the value of their campaign spend. This penalty serves as a deterrent to prevent operators from disregarding the established rules and regulations.
The bill also addresses sports sponsorships and partnerships in the gambling industry. It restricts gambling partnerships to professional teams sanctioned by a government-approved sports authority. Coljuegos demands the power to order any sports club to terminate a partnership or sponsorship with an unlicensed operator.
In addition to sponsorship-related expenses, all expenses related to sports partnerships must be submitted to the authority for scrutiny. This ensures that all financial transactions within the gambling industry are transparent and comply with the regulations set forth by Coljuegos.
The bill recognizes the importance of online media platforms in gambling advertising. It states that any inventory promoting online gambling, whether on a website, video, or social media, must contain warnings regarding age limits and responsible messaging.
To protect vulnerable audiences, online platforms must provide controls that allow users to block the viewing of gambling advertisements. This measure ensures that individuals who are underage or have gambling-related issues are not exposed to potentially harmful content.
This advertising bill is the first endorsement of Marco Emilio Hincapié Ramírez, the new president of Coljuegos. He took charge of the federal regulator in June, following the transition of a new government led by Gustavo Petro.
Hincapié Ramírez’s appointment reflects the government’s commitment to overhauling Colombia’s welfare and healthcare system. By strengthening the regulations surrounding gambling advertising, Coljuegos aims to promote responsible gambling practices and protect the general public.
