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AGA updates Responsible Marketing Code for Sports Wagering

28 March 2023

(PRESS RELEASE) -- The American Gaming Association (AGA) released updates to the association’s Responsible Marketing Code for Sports Wagering (the Code), which sets the industry standard for responsibility in marketing and advertising of sports betting.

“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,” stated AGA President and CEO Bill Miller. “Today’s updates advance that commitment and represent our intention to protect consumers and evolve our standards as this nascent market matures.”

The changes—developed in collaboration with AGA members—are the most significant to the Code since its inception, including:

Enhancing protections for college-aged audiences by:

  • Prohibiting college partnerships that promote, market or advertise sports wagering activity (other than to alumni networks or content focused on RG initiatives or problem gambling awareness).

  • Prohibiting sportsbook NIL deals for amateur and college athletes.

  • Adding age restrictions (21+) for any individual featured in sports betting advertising.

  • Changing all references to the “legal age of wagering” to 21-plus.

  • Banning all use of “risk free” in advertising.

  • Formalizing an annual process for reviewing and updating the Code.

The updated standards go into effect immediately with a grace period for existing or deployed assets until 1 July 2023. Full updates to the Code can be found at https://www.americangaming.org/marketingcode/.

“Advertising plays an essential role in migrating consumers away from predatory illegal sportsbooks and into the protections of the legal, regulated market while providing responsible gaming resources,” said Miller. “The AGA and our members are committed to building a sustainable marketplace that protects vulnerable populations and gives consumers the knowledge and tools to keep sports betting fun for adults.”

In addition to updates to the Code, Dr. Jennifer Shatley has been named co-chair of the Code Compliance Review Board. Currently founder and principal consultant at Logan Avenue Consulting LLC and consulting partner for the Responsible Gambling Council, Dr. Shatley brings more than 25 years of experience in responsible gaming policy to oversee the compliance board and review Code violation complaints.

Background:

  • Sports betting accounted for less than half a percentage of total advertising volume last year, down 28% from 2021.

  • 33 states and Washington, D.C. currently feature live, legal sports betting markets, with three additional legal markets awaiting launch.

  • More than half of American adults (146M) live in a live, legal sports betting market.

  • AGA’s Have A Game Plan. Bet Responsibly. public service campaign brings sports betting stakeholders together to educate new and seasoned sports bettors about how to bet responsibly.

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