The American Gaming Association (AGA) has announced updates to its Responsible Marketing Code for Sports Wagering, reinforcing industry standards for responsible advertising and marketing practices in the sports betting sector. These changes, developed in collaboration with AGA members, represent a significant step forward in promoting responsible gaming within the evolving sports wagering landscape.
Statement from Bill Miller, AGA President, and CEO:
Bill Miller, President, and CEO of AGA, emphasized the commitment of AGA members to maintaining high standards in responsible advertising since the Code’s establishment in 2019. He highlighted that the updates underscore the industry’s dedication to safeguarding consumers and adapting to the maturing sports betting market.
Key Updates to the Responsible Marketing Code:
The recent updates to the Responsible Marketing Code include several noteworthy changes:
Enhanced Protections for College-Aged Audiences: The Code now prohibits partnerships with colleges that promote sports wagering activities. It also bans sportsbook NIL (Name, Image, Likeness) deals for amateur and college athletes.
Age Restrictions: All individuals featured in sports betting advertising must now be 21 years or older.
“Legal Age of Wagering”: All references to the “legal age of wagering” have been revised to “21-plus.”
Ban on “Risk Free” Terminology: The use of the term “risk free” in advertising is now prohibited.
Formalized Review Process: An annual process for reviewing and updating the Code has been formalized.
These updated standards have taken immediate effect, with a grace period for existing or deployed assets until July 1, 2023.
Commitment to Responsible Advertising:
Bill Miller emphasized the vital role of advertising in guiding consumers away from illegal sportsbooks towards the safety and protection of the legal, regulated market. He highlighted AGA and its members’ dedication to creating a sustainable marketplace that safeguards vulnerable populations and empowers consumers with the knowledge and tools to enjoy sports betting responsibly.
Dr. Jennifer Shatley Named Co-Chair:
In addition to the Code updates, Dr. Jennifer Shatley has been appointed co-chair of the Code Compliance Review Board. With over 25 years of experience in responsible gaming policy, Dr. Shatley will oversee the compliance board and review complaints related to Code violations.
Sports betting accounted for less than 0.5% of total advertising volume last year, marking a 28% decrease from 2021.
Currently, 33 states and Washington, D.C. have active legal sports betting markets, with three more in the process of launching.
Over 146 million American adults live in states with legal sports betting markets.
AGA’s “Have A Game Plan.® Bet Responsibly.™” public service campaign unites sports betting stakeholders to educate both new and experienced bettors on responsible betting practices.
The AGA’s updates to the Responsible Marketing Code for Sports Wagering reinforce the industry’s commitment to responsible advertising and marketing practices in the sports betting sector. These changes reflect a collective effort to ensure that sports betting remains enjoyable for adults while protecting vulnerable populations. Dr. Jennifer Shatley’s appointment as co-chair of the compliance board further strengthens the AGA’s commitment to responsible gaming.