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iDEA Growth publishes responsible advertising code


iDEA Growth, a non-profit association focused on the US online interactive entertainment sector, has released an updated responsible advertising code for online gaming and sports betting.

Designed for its members, the code sets out a series of principles related to marketing, encouraging members to advertise responsibly.

The first of the give principles relates to complying with legal requirements related to these forms of gambling. Members are required to adhere to each state’s rules and restrictions when advertising.

Secondly, iDEA Growth must only promote online gaming and sports betting to players over the age of 21, unless state law is 18-plus.

Advertising should disclose betting is only for adults and not use any characters or performers that appeal to a young audience. Adverts should not appear in on media that primarily appeals to an audience under legal age or feature promotional products that appeal to children.

Another principle relates to limiting college and university advertising. Members most not advertise on college or university campuses, except where permitted, such as in alumni communications.


The fourth principle covers how adverts should contain responsible gaming messaging. This includes compliance with state mandates such as providing a toll-free helpline telephone number.

As part of this principle, ads must not suggest someone can gain financial or other success through betting or gaming. Similarly, adverts should not tout betting or gaming as a means to get out of financial trouble, or use any language related to “risk free” gambling.

The final principle requires the implementation and monitoring of code compliance. iDEA’s Responsible Advertising Committee will review the Code annually and recommend updates.

Members will train staff in line with the code, while iDEA will offer a complaint mechanism for members or third parties to report non-compliance.

“Advertising sports wagering and online gaming plays a vital role in the development of a

legal, regulated and healthy market by supporting competition, multiplying consumer choice and promoting industry-wide responsible gaming initiatives,” iDEA said.

“However, sports betting and online gaming must be marketed in a responsible manner and to the appropriate audiences.”