AGA revises responsible marketing standards for betting
The American Gaming Association has recently updated its code of responsible marketing standards for sports wagering businesses to better protect younger bettors.
The recent updates are mainly aimed at protecting college-aged young adults and have been developed in conjunction with AGA members. One of the main steps the organization has taken towards its goal is prohibiting bookmakers from sponsoring various colleges, college sports, and athletes to promote the pastime.
However, there are exceptions allowing the promotion of responsible gaming messages and raising awareness of gambling problems. Additionally, sports betting advertisements will be allowed for content targeting college alumni.
The AGA has also added restrictions on who can appear in sports wagering promotional content, limiting their age to 21 and over. The organization instructed bookmakers to replace all references of the legal wagering age to 21+ and to remove all mentions of the activity being risk-free as well.
All of the new guidelines are already in effect, although operators will be given a period till the end of June to retire existing promotional materials that do not comply with the new code.
“First established back in 2019, our responsible advertising guidelines are a set of standards that are perfect testaments to the dedication of our members to responsible gaming. These latest updates are further evidence of our evolving commitment to safe gambling and to local players as the North American iGaming and sports betting markets grow and gain popularity at pace.”
remarked the Chief Executive Officer and President of the AGA, Bill Miller.