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AGA updates provide further protections for college-aged bettors


The American Gaming Association (AGA) has released a number of updates to its Responsible Marketing Code for Sports Wagering, including increased protections for college-aged bettors.

The changes to the code were created in collaboration with members of the AGA.

The new rules include the prohibition of college partnerships that “promote, market or advertise” sports betting activity, with the exception of problem gambling awareness content and alumni-driven content. Sportsbook name, image and likeness deals are also banned for amateur or college athletes.

There will also be a 21+ age restriction against any individual that features in sports betting advertising, and all references to the “legal age of wagering” will also be changed to 21+.

In addition, the term “risk free” will be prohibited in sports betting advertising, while AGA will form an annual process for reviewing and updating the code.

The updates will come into effect immediately, with a grace period ending on July 1 2023.

Bill Miller, CEO and president of AGA, said that the updates represent how seriously the organization takes advertising standards across 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,” said Miller. “Today’s updates advance that commitment and represent our intention to protect consumers and evolve our standards as this nascent market matures.”