New Advertising Regulations for Consumer Protection

The Regulation: objectives and new feature

Resolution 446/2025 of the Secretariat of Industry and Commerce (of the Ministry of Economy) was published in the Official Gazette on November 3, 2025, and will come into force on December 3, 2025. This concise regulation has the objective of simplifying the content that the law requires to be included in advertisements, ensuring that they provide clear information to the consumer, while also aiming to avoid "information overload" which, in many cases, can hinder informed purchasing decisions. The Resolution seeks to guarantee transparency and protect consumers from potential deception and unfair practices.

Although the regulation repeals its very recent predecessor, Resolution 12/2024—also from the Secretariat of Industry and Commerce—it ultimately builds upon the previous regulation, subtly simplifying and updating certain aspects.

 

It also includes three new features:

1. the stipulation of a mandatory statement that ticket resale sites must include,
2. the integration—through an Annex—of guidelines to regulate online gambling and betting advertising,
3. the creation of a reporting channel to collect information on non-compliance.

 

Mandatory information and parameters for advertising
 

Article 1 of the Resolution establishes that all advertising for goods or services that constitutes an offer as defined in article 7 of Law 24240 must provide access, through a website or alternative communication channel, to the following information:

1. the territorial and temporal validity of the offer,
2. the name, address, and tax identification number (CUIT) of the offeror,
3. the terms of sale,
4. any stock limitations.

 

This remains essentially the same as the previous regulation.

Advertisements must provide access to the website or alternative channel using the following phrase: “FOR MORE INFORMATION OR APPLICABLE LIMITATIONS, VISIT www.…” or “FOR MORE INFORMATION OR APPLICABLE LIMITATIONS, PLEASE CALL 0800… or another alternative channel…”
 

The Resolution clarifies certain aspects—that also apply to the texts and/or warnings that are mandatory according to federal, provincial, and/or City of Buenos Aires laws—regarding the display of said accesses in advertisements:

1. It maintains the requirement that the phrase and/or caption must be placed at the bottom of the advertisement, occupying the entire horizontal space and with a minimum height of five percent (5%) of the total height of the advertisement.
2. It expands the font size of the required captions, now four millimeters (4 mm) high, horizontal, and bold.
3. It increases the minimum screen time for the caption to five seconds for advertisements broadcasted via audiovisual media, television, cinema, or digital media (to which the parameters in points 1 and 2 also apply). In case of shorter advertisements, the caption must remain on screen for the entire duration of the advertisement.
4. In the case of radio advertisements, all the information required in article 1 regarding the offer's validity, identification of the offeror, terms of sale, stock availability, and a reference to the website or alternative channel, must be provided clearly and audibly, without background music, and must be understandable given the speed of the speech. Furthermore, the regulation clarifies that this portion of the advertisement cannot be delivered faster than the main body of the message.
5. The clarification remains that, in the case of advertisements through digital media, the reference to the information required in article 1 must be easily accessible and readable for consumers.

 

Prices in advertising

 

For advertising prices of goods and services through any communication channel, in addition to complying with the parameters of article 1, the Resolution maintains reference to the regulation governing price display, which, since January of this year, is Resolution 4/2025 of the Secretariat of Industry and Commerce (which replaced Resolution 7/2002).

 

Specifically, it refers to articles 2 and 3 of Resolution 4/2025 and adds a clarification regarding the display of financed prices. It specifies that when financed prices are displayed in print, radio, television, film, or other media, sellers must provide information on the number and amount of installments and the total effective annual financing cost must be provided on their website or alternative channel (complying with the access requirements of the website or channel, as established in article 1 of Resolution 446/2025). In the case of advertisements directly on digital media or web pages, the information about the financing must be clearly stated there.

 

Regarding contests and raffles

 

The requirement remains that the information in Decree 961/2017 (article 3)—regarding the advertising of contests, promotions, raffles, and other mechanisms for awarding prizes—must be displayed on a website or alternative communication channel. The guidelines in article 1 of Resolution 446/2025 will apply and, where relevant, will depend on the channel through which the advertising is provided. It is also clarified that the phrase “NO PURCHASE NECESSARY” must be included in the advertisement.

 

Ticket resale

 

Article 4 of the regulation introduces—as a new feature—a mandatory disclaimer for providers selling tickets for shows, sporting events, or artistic performances through websites, social media, or similar platforms, whether their own or those of third parties, provided these are not official sales sites but rather resale sites. Specifically, with the aim of “guaranteeing transparency, protecting consumers from potential fraud and unfair practices, and ensuring they make informed decisions when purchasing resale tickets” (as described in the preamble), these sites must include a disclaimer stating: “THIS IS A TICKET RESALE SITE.”

 

Online gaming and betting

 

The developments introduced by Resolution 446/2025 include an Annex that establishes mandatory requirements for all advertising of games and betting disseminated online through the internet, media platforms, or social networks, outdoor signage, graphic or audiovisual media, or any other format, medium, or platform within Argentina.

 

The Annex provides that:

• Advertisements for games and betting disseminated through any medium in Argentina (including the internet, social networks, outdoor signage, print media, radio, television, or any other format) must include the mandatory warning “COMPULSIVE GAMBLING IS HARMFUL TO HEALTH” and the legend “+18”.
• These warnings must be placed at the bottom of each advertisement, occupy the full width of the advertisement, and have a height of no less than 10% of the total. The text must be legible, in bold, horizontal, and presented with sufficient color contrast to ensure clear visibility.
• The warning and the legend must remain visible for the entire duration of the advertisement, regardless of the medium. If a person mentions online games or betting within any content, the warnings must remain visible throughout the entire mention. In radio advertising, the warning must be included at the end of the message, clearly enunciated, without background music, audible and understandable, and not delivered at a faster speed than the main body of the advertisement.

 

It should be noted that, prior to Resolution 446/2025, advertising for games and betting was regulated locally in certain provinces, without a uniform national legal framework.

 

Reporting channel

 

Another new feature is the reporting channel that regulation established for individuals—specifically mentioning influencers—can be reported for promoting online gambling and betting sites on social media and/or any other format or platform without including the mandatory disclaimer required by article 1. The regulation includes the link to this reporting channel: https://www.argentina.gob.ar/economia/industria-y-comercio/defensadelconsumidor.

Finally, Resolution 446/2025 reiterates the clarification that the requirements it establishes do not exempt those responsible from complying with specific laws, including Law 24788 on fighting alcoholism, the regulations of the Argentine Administration of Drugs, Food, and Technology, and those of the Argentine Central Bank. It also determines—just like its predecessor—that non-compliance with these provisions will be sanctioned in accordance with the provisions of Decree 274/2019 and/or Law 24240 and its amendments.