AGA recommends new approach to problem gambling resources advertising
The American Gaming Association has released new recommendations for national advertising campaigns addressing problem gambling resources.
The AGA says state-specific requirements for problem gambling disclaimers can create confusion and inconsistency in national message.
The organization’s revised policy statement seeks to create streamlined requirements for promoting helplines and improving disclaimer readability.
“Problem gambling helplines are a vital resource for those in need of help. Unfortunately, lengthy lists of state-specific helplines on national advertisements create barriers for those seeking help when we should be making these critical resources easily accessible,” said AGA Vice President of Government Relations and Gaming Policy Counsel Jessica Feil. “This approach—allowing the use of a national helpline in national advertising—is the most effective way to protect players.”
According to the AGA, state-regulated advertisements on problem gambling lead to diminished awareness, customer confusion and outdated offering. The AGA says advertisement campaigns that include several phone numbers cause many problem gamblers to be unsure of the appropriate number to call for help.
Call-in helplines can also overlook modern services like text messaging and chat support.
The AGA’s policy statement says, “National helpline numbers connect consumers with appropriate state resources or directly help consumers in situations when state resources are not readily available. Incorporating technology, such as SMS texting and website and mobile platform applications, will also provide additional avenues for the consumer to quickly seek and receive help in the format best for them.”
The AGA previously launched a responsible betting campaign last spring at Capital One Arena in Washington, DC and T-Mobile Arena in Las Vegas. The campaign focused on four key principals: set a budget, keep it social, be informed, and play with trusted, regulated operators.
“As gaming expands across the country, it’s imperative that our industry continues protecting all customers,” said Feil. “We believe there shouldn’t be obstacles to help for those who need it, and a modernization of the helpline system for national advertising is a good place to start.”
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