Consejo Publicitario Argentino launches online gambling awareness campaign

The Consejo Publicitario Argentino, in collaboration with Ogilvy and Bucle IA Estudio, has launched a new awareness campaign titled ‘Parece un juego, pero es una trampa’ (It looks like a game, but it is a trap). The initiative aims to address the rising prevalence of online gambling among adolescents and young people.

The campaign highlights how betting platforms integrate into the daily lives of youth by using codes related to entertainment, sports, and social media, often presenting the activity as a harmless way to earn quick money. Through an audiovisual piece, the campaign uses a metaphor where a teenager accepting a welcome bonus on a betting app causes his social environment to darken and his friends to disappear, illustrating how gambling can displace real-world social bonds and interests.