The Consejo Publicitario Argentino launched a national 360-degree campaign titled “Parece un juego, pero es una trampa” to prevent online gambling among adolescents, according to sources.
The Scale of Adolescent Online Gambling
Online gambling is expanding quietly among teenagers, fueled by the promise of fast money and an international tournament context that increases exposure to digital platforms, as cited in the sources. According to data from U-Report and UNICEF, eight of ten adolescents have either gambled online themselves or know someone who has. Among those who interact with these platforms, four out of ten log in frequently or daily.
The consequences extend to financial and psychological health. Information from the Humanitarian Observatory of the Argentine Red Cross indicates that one in eight young gamblers has fallen into debt. Furthermore, seven out of ten minors who gamble report anxiety and distress. The surveys also show that 47% of these adolescents experience altered sleep cycles and declining school performance, while seven out of ten rely on virtual wallets as their primary payment method.
Motivations and Accessibility
Curiosity and entertainment drive most youths to these sites, with more than half entering platforms expecting quick cash and 44% drawn by welcome promotional bonuses. Additionally, 75% of teenagers report seeing gambling advertisements or related content, and eight out of ten believe that existing age-verification safeguards fail to block minors effectively.
A Collective Societal Response
The campaign seeks to put the issue on the public agenda and provide prevention tools developed by specialists. Verónica Zampa, president of the Consejo Publicitario Argentino, stated in the sources that the challenge demands immediate action and a collective alarm, noting that organizations cannot solve the crisis alone. Campaign director Adriana Alesina added that the project involves families, schools, civil society groups, companies, influencers, and public authorities to dismantle the misconception that gambling is merely a game.
Ogilvy Argentina handled the creative development for the 360-degree strategy, while Jalife Brothers and Wave Brands coordinated actions with influencers and streamers to reach digital spaces frequented by teens, with press management led by Identia PR, according to the sources. The initiative also features backing from specialized organizations including the Argentine Red Cross Humanitarian Observatory, Chicos.Net, Fundación Padres, Fundación Convivir, and Scouts de Argentina, alongside corporate sponsorship from Santander, ICBC, Grupo Sancor Seguros, Banco Supervielle, SanCor Salud, and Macro.
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