TLDR
- Polla Chilena de Beneficencia filed complaints with Chile’s advertising ethics body against agencies promoting unlicensed online betting platforms
- Campaigns for Coolbet, Betano, Jugabet, and Rojabet were specifically named in the complaints
- The operator raised concerns about gambling ads targeting young people and lacking responsible gambling messages
- Chile still has no finalized regulatory framework for online gambling, leaving advertising rules unclear
- Polla Chilena previously filed money laundering claims against payment processors tied to illegal gambling
Chile’s Lottery Operator Takes On Unlicensed Gambling Ads
Chile’s state lottery operator, Polla Chilena de Beneficencia, has filed formal complaints against several advertising agencies and production companies. The complaints were submitted to the Consejo de Autorregulación y Ética Publicitaria, known as Conar, which oversees advertising ethics in the country.
The complaints allege that these agencies created campaigns promoting online betting platforms that are not legally authorized to operate in Chile. Polla Chilena argues the ads may violate Chile’s Advertising Ethics Code.
The operator specifically called out several agencies and the brands they represent. Enelblanco.TV was named for producing campaigns for Coolbet featuring Claudio Bravo, the former captain of Chile’s national football team. One of those ads reportedly included a minor.
Ampfy was accused of developing advertisements for Betano that aired on sports television channels. The complaint stated these ads could lead viewers to see online betting as a normal form of relaxation, while ignoring the financial risks involved.
Draff.tv was cited for a campaign promoting Jugabet that used gaming-style visuals. The complaint said those ads could appeal to younger audiences by framing betting as just another mobile entertainment option.
PartnerProd.cl was also mentioned for creating TV commercials for Rojabet. Those ads reportedly showed people watching football with live betting odds appearing on screen during matches.
Polla Chilena expressed concern that this type of advertising normalizes betting behavior, especially among young people and regular sports fans. The operator also pointed to a lack of responsible gambling messaging across the campaigns.
No Regulatory Framework Yet in Place
The complaints come at a time when Chile’s Congress is still debating legislation to regulate the online gambling sector. Without a finalized legal framework, the rules around gambling advertising remain unclear.
This gap has allowed unlicensed platforms to advertise freely through mainstream channels. The situation highlights the tension between a growing online betting market and the absence of formal rules to govern it.
Polla Chilena has not limited its actions to advertising complaints. In February of this year, the operator filed a money laundering claim against payment processing companies linked to illegal gambling operations in the country.
That complaint named six individuals serving as legal representatives for the payment firms. They were accused of handling financial transactions on behalf of operators not authorized to offer gambling services in Chile.
The state lottery operator noted that many unlicensed platforms rely on third-party payment processors based outside Chile. This makes it difficult for authorities to take legal action, as the companies operate beyond Chilean jurisdiction.
Polla Chilena’s moves represent a broader effort to push back against the spread of unregulated gambling in the country. The operator has positioned itself as a defender of legal gambling standards while lawmakers continue to work on a regulatory framework.
The advertising complaints and the earlier money laundering filing show that Polla Chilena is using multiple legal avenues to challenge unlicensed operators. How effective these efforts will be may depend on how quickly Chile’s Congress moves to pass gambling legislation.
As of May 2026, no final vote on the proposed online gambling regulatory framework has been announced by Chile’s Congress.
