Municipal authorities approved a Betano activation at Playa Varese during the peak tourist season period.

Main Points

• Emturyc authorised a Betano activation at Playa Varese after approving payment of ARS 1,4m ($1.200).
• The authorisation decision triggered concern about gambling advertising within a family-oriented public beach space.

Mar del Plata Municipal Tourism and Culture Agency Emturyc approved the Betano promotion at Playa Varese public beach area. Permission allows concessionaire Salimar to install mini golf and a branded vehicle during the peak summer season. Approval grants Betano access to public space inside the Fiscal Tourism Unit at Playa Varese and Cabo Corrientes. This area usually supports pedestrian circulation and recreation, but now allows commercial branding during high tourist traffic. The decision caused local controversy due to the promoted activity type and the surrounding environmental characteristics.

Gambling Promotion at Family-Oriented Playa Varese Raises Public Concern

Playa Varese holds a family-oriented reputation with children and adolescents present throughout the season. Local political and social groups raised concerns about gambling advertising visibility in open public spaces. Salimar holds the Playa Varese concession and manages coastal locations across Mar del Plata. The company maintains long-term contracts with the municipality under its concession framework. That framework allows infrastructure management and approval requests for temporary commercial beach activations. This promotion adds a gaming-related presence to beach infrastructure during the high season.

The activation occupies an esplanade section used for umbrellas, food services, and pedestrian movement. Approved terms require Salimar to pay ARS 1,4m ($1.200) for temporary public space occupation. The resolution requires the display of a responsible gambling warning stating that compulsive gambling harms health.

Debate Over Advertising Fees and Commercial Exposure

Critics state the authorised fee fails to match commercial exposure during the peak tourist season. They argue the fee ignores the strategic value of the high-visibility location. Betano operates in Buenos Aires Province under a licence issued by the provincial gaming authority. The licence allows online betting services within Buenos Aires Province and Buenos Aires Autonomous City. The case shows regulatory challenges where provincial licences coexist with municipal public space control. Advertising approval, therefore, depends on local authority discretion within Argentina gaming regulation.