The American Gaming Association (AGA) has updated its Responsible Marketing Code for Sports Wagering.
AGA members collaborated to develop a list of updates to the current code. The updated version includes age restrictions for ad campaigns that are limited to audiences who are 21 and older, as well as conditions that ban the use of all “risk free” advertising.
The code amendments also “prohibit college partnerships that promote, market or advertise sports wagering activity,” with an exception for alumni networks and to RG initiatives or problem gambling awareness content.
AGA President and CEO Bill Miller said: “Established in 2019, AGA’s Responsible Marketing Code reflects the commitment of our members to set and adhere to a high bar for responsible advertising.
“Today’s updates advance that commitment and represent our intention to protect consumers and evolve our standards as this nascent market matures.”
The AGA said the updated standards will take immediate effect. For existing or deployed assets, there is a grace period in effect for the new changes until July 1.
Miller went on to explain how advertising can influence how effective responsible gaming education can be for the public.
He said in closing: “Advertising plays an essential role in migrating consumers away from predatory illegal sportsbooks and into the protections of the legal, regulated market while providing responsible gaming resources.
“The AGA and our members are committed to building a sustainable marketplace that protects vulnerable populations and gives consumers the knowledge and tools to keep sports betting fun for adults.”
