Responsible advertising minimizes risks to online sports betting and iGaming consumers by ensuring that advertisements do not target or appeal to vulnerable groups A trade association representing iGaming operators and their suppliers announced that its members would immediately adopt a comprehensive set of guidelines for advertising to promote online poker, casino gaming, and sports betting.
The non-profit iDevelopment and Economic Association, aka iDEA Growth, announced its Online Gaming and Sports Betting Responsible Advertising Code — a two-page document that sorts the association’s new guidelines into five general principles.
iDEA said advertising for US online casinos and sportsbooks “plays a vital role” in developing a legal, regulated market within a US jurisdiction. The trade group added that such advertising also helps more operators get established — more operators mean increased competition, which leads to more choices for customers, better products for players to choose from, and increased promotion of the iGaming industry’s responsible gaming efforts.
“Responsible advertising minimizes risks to online sports betting and iGaming consumers by ensuring that advertisements do not target or appeal to vulnerable groups, including minors and people who struggle with addiction,” said Boyd Interactive CEO Jim Ryan, who serves as an executive board member at iDEA.
“By adopting the Responsible Advertising Code, our members are showing their commitment to promoting safe and responsible gambling practices, encouraging moderation, and providing information about problem gambling helplines and resources.”
iDEA’s Responsible Advertising Committee developed the Code. The trade group said it plans to conduct annual reviews of the Code and recommend updates when appropriate. iDEA members will also “train industry employees involved in advertising on the Code and will offer a mechanism for complaints against iDEA members that appear non-compliant.”
The Code is divided into five principles:
- Complying with Legal Requirements Relating to Sports Wagering and Online Gaming Advertising — which includes having responsible gambling language in ads, if required by the local regulator
- Promoting Sports Betting and Online Gaming Only to Those Over the Age of 21 (unless state law is 18 years+) — meaning that advertising should include messaging that gambling is only for those of legal age; that marketing should not include characters or performers who are well-known to children and those under legal gambling age; and that such ads don’t appear on networks or media that primarily cater to those underage, such as children’s television programming
- Limiting College and University Advertising — iDEA said its members “commit to not advertising on college or university campuses, except where permitted,” which means media like alumni communications would be exempt
- Promoting Responsible Gaming — includes a pledge by operators not to use “risk-free” language in their advertising while ensuring that ads include responsible gaming messaging and that it complies with all state regulations
- Implementing and Monitoring Code Compliance — refers to the aforementioned annual review of the Code, employee training, and the mechanism for complaints against iDEA members for noncompliance
“The legal online sports betting and iGaming industry is subject to strict regulations and licensing requirements,” said Light & Wonder Global Head of Government Affairs & Legislative Counsel Howard Glaser, another executive board member at iDEA.
“iDEA and its members are demonstrating that they are wholly committed to responsible advertising because we embrace both ethical practices and our customers’ well-being.”