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BetMGM announces RG marketing campaign as US mulls ad ban

Sports betting and igaming operator, BetMGM has announced its plans to include responsible gaming messages in marketing and advertising campaigns, as a bill is proposed in Congress proposing a wide-reaching advertising ban

Launching March in tandem with Problem Gambling Awareness Month, the responsible gaming messaging will be present in the US and Canada across a range of BetMGM advertising mediums including print, radio, television, billboard marketing and its mobile app.

Additionally, there will be messaging on the operator’s digital and social platforms and in physical operating locations.

The company worked in partnership with responsible gaming program, GameSense in the development of the messaging. GameSense has been integrated into BetMGM digital platforms to provide educational tools and recourses on gambling responsibly.

MGM Resorts CEO and president Bill Hornbuckle said, “with the continued growth of sports betting and igaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers.

“MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health. We commend BetMGM for this groundbreaking commitment.”

BetMGM CEO, Adam Greenblatt added “we are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising.”

As the legalised sports betting and online gaming industry continues to expand, it is vital that we not only equip players with tools and resources for how to play in a responsible and safe manner, but that we also make a significant commitment to showcasing responsible gaming in our advertising.”

Greenblatt continued by announcing the operator had partnered with the International Center for Responsible Gaming (ICRG). He stated the importance research has in understanding advertising and problem gambling.

Sportsbook ad ban

The new campaign happens in the context of a federal push to ban all television, radio and internet ads. Earlier in the month, representative Paul Tonko (D-NY) proposed a comprehensive federal bill to ban sportsbook advertising in the wake of the activity’s e

The Betting on Our Future Act was introduced to the House and proposes to “prohibit the advertising of sportsbooks on any medium of electronic communication subject to the jurisdiction of the Federal Communications Commission (FCC), and for other purposes”.

The bill will have a long way to go if it even makes it past a House majority, however its proposal reflects sports betting’s rapid growth and impact on the US landscape.