American Gaming Association ignites sports betting ad enforcement process
Trade body confirms board make-up as US responsible gambling week begins
The American Gaming Association (AGA) will look to enforce its responsible marketing code for sports betting from today to coincide with the start of Responsible Gaming Education Week in the US.
Enforcement of the code will be carried out by a compliance review board consisting of two independent co-chairs and five representatives from operators within the AGA.
University of Las Vegas International Center for Gaming Regulation executive director Joe Bertolone has been appointed as first co-chair of the board, with former Nevada Gaming Control Board chair Becky Harris acting as second co-chair.
US operators Penn National Gaming, Hard Rock, MGM Resorts International and Rush Street Gaming are also represented on the board, with William Hill CMO Sharon Otterman rounding out the industry representation.
The unveiling of the seven-member board and activation of the enforcement of the code forms part of the AGA’s Responsible Gaming Education Week, which aims to promote RG through employee training, customer interaction and working with partners on a variety of RG-facing initiatives.
AGA president and CEO Bill Miller said the week provided the “perfect opportunity” to kickstart its responsible marketing code.
“By adhering to this code, US sports betting operators are putting consumers first and I’m thankful to the distinguished industry representatives on the compliance review board who will help raise the bar for the marketing of sports betting activity in the United States,” said Miller.
The code comprises three operator-facing segments which include respecting the legal age for sports wagering, supporting responsible gaming and ensuring digital media and websites are in line with AGA code.
Under the code, no sports betting message should appeal to underage individuals and ads should not be placed in media outlets that appeal to those individuals.
No sports betting message should depict or feature characters or music designed to appeal to underage individuals or imply that underage individuals gamble. Sports betting ads in college or university-owned news assets are also banned.
Furthermore, adverts must not promote “irresponsible or excessive participation” in sports betting and should include responsible gambling messages, providing links to responsible gambling services. All advertising must also include a reminder of the legal age for sports betting.
To coincide with this year’s event, the AGA has released its “Have A Game Plan. Bet Responsibly” public service campaign, which aims to educate new and seasoned sports bettors on responsible sports betting amid the rapid expansion of legal sports betting in the US.