AMERICAN GAMING ASSOCIATION
Sports Betting and Advertising
As sports betting continues to expand across the country , the AGA adjusts its code for advertising
BY CAIT DEBAUN
This May 14 will mark the five-year anniversary of the Supreme Court ’ s landmark decision to strike down the federal ban on sports betting . In only half a decade , legal sports betting in the U . S . is thriving : 34 jurisdictions feature operational markets — with more on the way — and the industry just marked its first-ever $ 1 billion revenue month in January .
From the beginning of legal sports betting ’ s expansion , the industry has put responsibility first , including with advertising . Developed in 2019 , the American Gaming Association ’ s ( AGA ) Responsible Marketing Code for Sports Wagering has set a high standard for advertising , mandating inclusion of responsible gaming language and setting guardrails on target audiences .
Advertising plays an essential role in migrating consumers away from predatory illegal sportsbooks while providing responsible gaming resources , but the industry ’ s expansion has also necessitated changes to our advertising standards . As legal sports betting grows , so must our responsibility efforts .
That ’ s why this March , the AGA and our members announced updates to the advertising code to address areas where we can continue to raise the bar . Most notably , these changes enhance protections for college-aged audiences by :
• Prohibiting college partnerships that promote , market or advertise sports wagering activity .
• Prohibiting sportsbook NIL deals for amateur and college athletes .
• Adding age restrictions ( 21-plus ) for any individual featured in advertising .
• Changing all code references to the “ legal age of wagering ” to 21-plus .
• Banning all use of “ risk free ” in advertising .
First and foremost , these changes add tangi-
In only half a decade , legal sports betting in the U . S . is thriving : 34 jurisdictions feature operational markets — with more on the way — and the industry just marked its first-ever $ 1 billion revenue month in January .
ble , impactful protections for vulnerable groups . They also reflect our firm belief that responsible gaming must be dynamic . It ’ s why the code updates formalize an annual process for reviewing and updating the code . As we learn from consumer engagement , regulator and policymaker concerns , and available research , the AGA and our members will stay agile as we navigate the growth of this still-new market to continue to raise the bar on responsibility .
The updates have been well-received from advocates , regulators and policymakers . U . S . Senator Richard Blumenthal called the code changes a “ major step toward setting standards nationwide , which is so desperately necessary ,” while state gaming regulators are considering how to integrate the new guidelines into regulatory requirements .
The AGA and our members are listening , and we are committed to getting legal sports betting right — for the benefit of consumers , states and the broader gaming industry .
Cait DeBaun is vice president , strategic communications & responsible gaming for the American Gaming Association .
10 Global Gaming Business MAY 2023