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American Gaming Association Laws & Regulations

American Gaming Association Updates Responsible Marketing Code for Sportsbook Ads

By Lisa Spencer Senior Editor Updated: 10 April 2023

Lisa Spencer Senior Editor

As a Senior Editor at Betting.US, Lisa Spencer is a valuable member of our expert team. With a Master’s degree in Applied Mathematics, Lisa is adept in gambling theory and analyzing odds. She contributes by writing online sportsbook reviews and finding competitive markets to help our readers make an informed choice.

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It has been reported that the American Gaming Association has made some key changes to its Responsible Marketing Code for Sports Wagering Ads, as they look to further protect those placing bets in retail sportsbooks and online.

There have been many concerns lately about the language being used by sports betting operators, and the types of promotions being offered, and this has prompted the AGA to take action in a bid to stamp out what they describe as irresponsible advertising.

One of the key changes that have been made by the AGA is a ban on promoting wagers as being ‘risk-free’ in sports betting ads. Responsible gambling has become an increasingly important issue in states where sports betting is legalized, as some have seen a sharp rise in the number of people seeking help for gambling addiction.

While many states have support schemes in place or have put aside funding to help those with gambling addictions, the AGA is keen to reduce the risk of people developing gambling problems. One of the ways it seeks to do this is by ensuring sports betting operators advertise responsibly and do not use potentially deceptive language to entice new customers.

Protecting Consumers Across the Country

With more and more states legalizing sports betting in some form, the AGA is keen to ensure there is proper protection in place for consumers, and that action is taken to reduce the risk of gambling addiction issues.

Bill Miller, AGA president and CEO, 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.

In some states, such as Ohio, there has been a lot of emphasis placed on the wording and language used for sports betting ads. In fact, regulators in the state have already dished out huge fines to sports betting operators for breaching the regulations with regard to responsible advertising.

In addition to banning ‘risk-free’ promotions when it comes to sports betting, the AGA also improved other aspects of the code. This included protection for audiences of university age.

Miller said that advertising played an important role in keeping consumers away from illegal sportsbooks and platforms. It enabled them to enjoy the protection of betting via legalized and regulated platforms.

He added that the AGA was committed to creating a sustainable marketplace that would provide protection for the vulnerable and would give consumers the knowledge and tools they needed to make sports betting fun.

Aiding Responsible Gambling

With its changes to the code, the AGA aims to take another step forward in tackling gambling issues and boosting the responsible gambling message among both consumers and sports betting operators.

The code regarding risk-free betting will apply to advertisements that relate to gambling with real money. Miller said that the latest changes were a reflection of the AGA’s commitment to responsible advertising among sports betting companies.