U.S. Gambling Industry Adopts New Responsible Marketing Code

The American Gaming Association (AGA) has announced a new responsible marketing code for the gambling industry, aiming to keep pace with the rapidly growing legal sports betting sector and address concerns raised by regulators and addiction treatment experts.

　　Key Changes in the Code:

　　Prohibition of sports books partnering with colleges to promote sports wagering.Ban on payments to college and amateur athletes for using their name, image, or likeness.Elimination of the terms "free" or "risk-free" to describe promotional bets.Requirement that anyone depicted in sports betting advertising be at least 21 years old.Restriction of advertising to media where at least 73.6 percent of the audience is reasonably expected to be 21 or older.

　　Industry Response:

　　AGA President and CEO Bill Miller emphasized the importance of responsible advertising and consumer protection, acknowledging that the updated code addresses areas where the industry has faced criticism. He also stated the association's commitment to proactively review and update the marketing code annually.

　　Praise from Problem Gambling Experts:

　　Keith Whyte, Executive Director of the National Council on Problem Gambling, commended the new rules, highlighting their significance in protecting underage sports fans and addressing higher gambling problem rates among sports bettors.

　　Individual State Actions:

　　Several states have taken steps to regulate sports betting advertising and partnerships, including:

　　New York State Gaming Commission's prohibition of advertisements to people under 21 and the use of "free" or "risk-free" language in promotions.Ohio's fines on sports books for using such terminology and sending direct mail advertisements to people younger than 21.Massachusetts and Pennsylvania's bans on the use of "free" or "risk-free" language.New Jersey's pending bill to prohibit sports book partnerships with public colleges or universities and condemn the over-proliferation of pro-gambling ads.

　　Federal Legislative Efforts:

　　U.S. Representative Paul Tonko (D-NY) has introduced a bill to prohibit online and digital sports betting advertising, citing concerns about the widespread reach of such advertisements and the potential harm to the American people.

　　U.S. Senator Richard Blumenthal (D-CT) has sent letters to 66 colleges and universities seeking information on their efforts to prevent underage gambling among students, form partnerships with sports books, and address gambling addiction.

　　The AGA's new responsible marketing code and the various state and federal actions reflect a growing focus on regulating and addressing potential risks associated with the expanding sports betting industry.