Advertising Rules for Betting Considered in MA

Massachusetts Gaming Commission Considers Sports Betting Ad Rules

By Lisa Spencer Senior Editor Updated: 30 November 2022

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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A Decision Long Overdue

Even before sports betting was legalized in the state, members of the Gaming Commission had already signaled serious intentions to enforce strict rules on the way gambling operators could advertise in the state. Many of the Gaming Commission’s members had voiced concerns about the advertising tactics used by gambling companies in other markets – criticizing them for being overly saturating and irresponsible.

However, with the Super Bowl fast approaching, the Commission is working overtime – and this necessity is compounded by the fact that mobile sports betting will also soon be launched in the state.

What the Law Says

According to the state’s sports betting laws, the Gaming Commission is required to impose regulations that prohibit any adverts, marketing or branding that are “deceptive, false, misleading, or untrue, or tends to deceive or create a misleading impression whether directly, or by ambiguity or omission.” Adverts also must avoid targeting those under the age of 21.

Jordan Walton, the executive director of the Massachusetts Broadcasters Association said that nearly all broadcasters have their own rules in place governing how many spots an industry can take within a set of commercials. He then went on to say:

I would hazard a guess that most of our broadcasters would continue to follow their internal rules so that you don’t have an MGM, a DraftKings and a FanDuel spot running back to back.

He continued to note that their broadcasters are beholden to their listeners and viewers – and that a balancing act needs to be found, to ensure advertisers see a ROI on their investment, but also so that viewers don’t get annoyed and frustrated from seeing the same adverts repeatedly.

There are already some regulations in place; for example, when it comes to MLB games, the league themselves restrict the number of betting adverts during a “game window” to 10 – and this includes coverage both before and after the game.

Another rule implemented by the MLB is that no commercial break during a game can have more than one 30-second sports betting advert – and while, so far, these have been self-governed regulations, it looks as though the Gaming Commission may be looking to take on a similar structure when they cement new regulations in the coming weeks.

Those who push out sports betting ads, of course, want to gain maximum exposure, but they need to create these adverts responsibly, and in a way that doesn’t encourage potential problem gambling – a topic that’s at the front of the minds in the Gaming Commission.