iDEA Growth, a nonprofit trade association representing diverse sectors of the online gaming and sports betting entertainment industry in the United States, has taken a significant step towards promoting responsible advertising practices. The association has unveiled a new Responsible Advertising Code, developed by its Responsible Advertising Committee. This code is aimed at ensuring that online gaming and sports betting advertisements are compliant with legal requirements and prioritize responsible marketing practices. iDEA’s members have committed to adhering to the principles outlined in this code, emphasizing their dedication to fostering safe and responsible gambling.
The Responsible Advertising Code:
The Responsible Advertising Code, crafted by iDEA’s Responsible Advertising Committee, reflects a commitment to responsible advertising within the industry. It focuses on several key principles, which include:
Compliance with legal requirements relating to sports wagering and online gaming advertising.
Promotion of sports betting and online gaming exclusively to individuals above the age of 21, unless state law specifies otherwise (e.g., 18 years and older).
Limiting advertising targeting college and university audiences.
Promotion of responsible gaming practices.
Implementation and monitoring of code compliance to ensure responsible advertising practices are upheld.
iDEA Executive Board Member Perspectives:
Jim Ryan, CEO of Boyd Interactive and an executive board member of iDEA, highlighted the importance of responsible advertising in minimizing risks to online sports betting and iGaming consumers. He stressed that advertisements must not target or appeal to vulnerable groups, including minors and individuals struggling with addiction. By adopting the Responsible Advertising Code, iDEA members demonstrate their commitment to encouraging moderation and providing information about problem gambling helplines and resources, all in the interest of safe and responsible gambling practices.
Howard Glaser, an executive board member of iDEA and the Global Head of Government Affairs & Legislative Counsel at Light & Wonder, emphasized the rigorous regulatory framework within which the legal online sports betting and iGaming industry operates. Responsible advertising is often a mandatory requirement set by regulatory bodies. He highlighted that iDEA and its members are committed to responsible advertising practices that not only adhere to ethical standards but also prioritize the well-being of customers.
Expansion of the Responsible Gaming Coalition:
In a broader context, several leading online gaming operators have joined forces to establish a coalition focused on responsible gaming standards. Fanatics Betting and Gaming, Hard Rock Digital, and PointsBet recently joined this coalition, which was initiated in September and initially included Bally’s, BetMGM, DraftKings, Entain, FanDuel, and MGM Resorts International. This coalition has outlined 12 responsible gaming principles and is committed to external reviews by a panel of experts to guide their future endeavors.
iDEA Growth’s introduction of the Responsible Advertising Code underscores the industry’s dedication to responsible advertising practices in the online gaming and sports betting sector. By aligning with key principles and fostering a commitment to responsible marketing, iDEA’s members are paving the way for safer and more responsible gambling. Furthermore, the expansion of the responsible gaming coalition, with the inclusion of additional industry leaders, showcases the collective effort to prioritize responsible gaming standards in the evolving landscape of online gambling in the United States.