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AGA introduces marketing code for sports betting


As the number of states legalising sports betting gathers pace, the American Gaming Association (AGA) has issued a code of conduct its members have pledged to follow in relation to the marketing of sports betting.

The AGA released its Responsible Marketing Code for Sports Wagering today, on the one-year anniversary of the Supreme Court striking down the Professional and Amateur Sports Protection Act.

The code outlines a series of measures which aim to restrict underage gambling, promote responsible gambling and make sure both digital and traditional marketing is appropriate for audiences.

Bill Miller, president and chief executive officer of the American Gaming Association said: “The gaming industry has an obligation to extend our decades-long commitment to responsibility to this growing sector, and that’s exactly what this effort codifies.

“We are setting a high bar for sports betting advertising and will continue to ensure that everyone involved in the expansion of legalized sports betting across the country – gaming operators, sports leagues and teams, broadcasters and other businesses – rise to this standard.”

Specific provisions of the code include that sports betting advertising should only be placed in media channels where at least 71.6% of the audience is expected to be of legal gambling age, but also that it should not be advertised in any university or college campuses or media.

The code also states that operators using digital media and websites to advertise must have geolocation mechanisms in place so that players in states yet to legalise sports betting are not able to place bets.

The guidelines would appear to also cover affiliates as the AGA states that the code applies to any entities operating in partnership with or as agents of members in carrying out advertising and marketing of sports betting.

The AGA said it had developed the code in consultation with its members, which include casino giants such as MGM and Caesars, as well as online-focused operators such as The Stars Group and FanDuel.