Legal & compliance

AGA marketing code for betting comes into effect

1 minute read

The American Gaming Association (AGA)’s has introduced a new code of conduct to prevent irresponsible advertising by its members for their sportsbook products.

The code, titled the Responsible Marketing Code for Sports Wagering, states that “messages will not promote irresponsible or excessive participation in sports wagering” and that “each message will contain a responsible gaming message, along with a toll-free help line number where practical”.

In addition, advertisements may not suggest “ social, financial or personal success is guaranteed by engaging in sports wagering”.

The code also includes a series of rules specifically around protecting minors, including that gambling ads should not feature “entertainers or music that appeal primarily to audiences below the legal age within the jurisdiction”, nor should they be placed on social media outlets that appeal primarily to these groups.

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