(AsiaGameHub) –   The unresolved regulatory landscape for online gambling in Chile has now ensnared the advertising and marketing sector in an ongoing legal dispute. Pedro Occhiuzzi of SBC Noticias examines why President Kast must now intervene to resolve this regulatory impasse for the benefit of all involved parties.

The long-standing controversy surrounding the legality of online gambling in Chile has expanded to include the services of marketing and advertising firms.

A fresh legal challenge has been initiated by Polla Chilena, the state-authorized operator of municipal lotteries and football pools, which has lodged complaints against various creative studios and ad agencies for facilitating the promotion of offshore gambling platforms targeting Chilean users.

These complaints have been filed with Chile’s Council for Advertising (CONAR), as Polla Chilena seeks to hold production companies and agencies accountable for alleged violations of the Chilean Code of Advertising Ethics.

The legal action specifically targets organizations that continue to develop marketing campaigns for online gambling operators that lack authorization within the Chilean regulatory system.

Among the firms cited is the production house Enelblanco.TV, which reportedly created content for Coolbet campaigns featuring former national team captain Claudio Bravo.

Furthermore, Polla Chilena raised concerns regarding the inclusion of a minor in one promotional spot, questioning current standards for audience protection and content exposure.

The agency Ampfy has also been implicated due to its work on Betano advertisements aired on sports television. Polla Chilena alleges that these ads “normalize online gambling as mere entertainment” without sufficiently highlighting the potential financial risks to consumers.

Creative studio Draff.tv faces similar scrutiny over promotional materials for Jugabet. Polla Chilena argues that the use of app-style interfaces and video game-inspired visuals makes gambling overly appealing to younger demographics while failing to provide adequate responsible gambling disclosures.

Rounding out the list of targeted firms is PartnerProd.cl, which produced television spots for Rojabet that integrated football footage with live betting odds and gambling-related graphics.

Polla Chilena takes no prisoners

This legal escalation represents a significant broadening of Polla Chilena’s offensive against unlicensed gambling, shifting enforcement focus from the operators themselves to the commercial infrastructure that supports the betting industry.

Earlier this year, Polla initiated separate legal proceedings against payment processors, accusing them of enabling financial transactions for offshore gambling sites serving the Chilean market.

The state-backed entity maintains that these payment providers are essential to the ability of unlicensed operators to function within the country.

However, these enforcement efforts continue to encounter structural hurdles. Chile’s telecommunications regulator, SubTel, has declined requests from Polla Chilena to implement broader IP-blocking and network restrictions against illegal gambling sites, noting the limitations of relying solely on technical measures to combat the unlicensed sector.

Courts plea for President Kast intervention

The matter now rests with President José Antonio Kast, whose administration has indicated that resolving the nation’s protracted online gambling dispute is a regulatory priority.

Market participants are seeking clarity on whether the Kast administration intends to revisit previous legislative frameworks that addressed criminal and tax provisions but failed to resolve critical issues regarding licensing, advertising oversight, and the specific rights of municipal operators.

As Chilean courts process a growing number of disputes involving gambling operators, payment firms, and legacy stakeholders, pressure continues to mount. This backlog of litigation is increasingly seen as a judicial bottleneck, extending a regulatory conflict that has remained unresolved for years.

For the next stage of gambling regulation in Chile, policymakers face a challenge that extends beyond simple operator licensing. The debate is increasingly focused on the responsibilities of the entire ecosystem—including payment processors, advertising agencies, telecommunications providers, and customer acquisition channels that allow offshore businesses to reach Chilean consumers.

As Polla Chilena intensifies its legal campaign, the focus shifts to whether President Kast can finally break the regulatory deadlock and establish a definitive framework for online gambling following years of political and judicial instability.