One year on from the repeal of PASPA, the American Gaming Association (AGA) has released a new set of self-regulations pertaining to both advertising and marketing for legal sports betting.
The new “Responsible Marketing Code for Sports Wagering”, developed in coordination with its members, is set to strengthen the commitments made by companies to uphold a responsible gambling message via marketing strategies.
“For several years, the gaming industry has been committed to driving the illegal market out of business for the benefit of consumers, state and local economies and the integrity of both games and bets,” said Bill Miller, president and chief executive officer of the American Gaming Association.
“The gaming industry has an obligation to extend our decades-long commitment to responsibility to this growing sector, and that’s exactly what this effort codifies. We are setting a high bar for sports betting advertising and will continue to ensure that everyone involved in the expansion of legalized sports betting across the country – gaming operators, sports leagues and teams, broadcasters and other businesses – rise to this standard.”
The new code includes self-imposed restrictions on target audiences, outlets and materials branding, while mandating responsible gaming inclusion. The tenets of the new code are set to apply to both traditional and digital media marketing activity.
AGA’s new guidelines come amidst the rapid domino-effect of states legalizing across the US. Since PASPA was overturned in May 2018, seven new states began offering single-game legal sports betting. Six more states and the District of Columbia have authorized legal markets, and dozens more have introduced legislation to legalize and regulate sports betting.
