In 2019, the AGA and its members proactively created the Responsible Marketing Code for Sports Wagering to set the industry standard for responsibility in marketing and advertising of sports betting. Now, the group is pleased to share updates to the Code, developed in collaboration with AGA members, that enhance consumer protections and raise the already high bar on responsible advertising.

These updates—which go into effect immediately with a grace period for deployed assets—reflect our intention for the Code to mature along with the legal market by:

-Enhancing protections for college-aged audiences:

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

 -Prohibiting sportsbook NIL deals for amateur and college athletes.

-Adding age restrictions (21+) for any individual featured in advertising.

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

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

-Formalizing an annual process for reviewing and updating the code.

The group informs that it knows advertising plays an essential role in building a competitive legal market, migrating consumers away from the predatory illegal marketplace, and advancing responsible gaming education while marketing problem gambling resources. AGA also know that a sustainable marketplace is dependent on our ability to advertise responsibly and protect consumers. Today’s progress is an important step to achieving both of these critical goals, it notes.