AGA assigns sports betting responsible marketing board

The AGA has appointed a seven-person board to oversee responsible marketing.
The AGA has appointed a seven-person board to oversee responsible marketing.

The board will include representatives from Hard Rock, MGM Resorts, Penn National, Rush Street and William Hill.

US.- The American Gaming Association has assigned members to a board which will enforce their new Responsible Marketing Code for Sports Wagering.

The code has been designed to set out an industry standard for the marketing and advertising of sports betting. The AGA website states that it includes “self-imposed restrictions on target audiences, outlets, and materials branding, while mandating responsible gaming inclusion.”

The board assigned to enforce the code comprises co-chairs Joe Bertolone and Becky Harris, both from the University of Nevada Las Vegas, who are the only independent members.

The rest of the board comprises five AGA members, market representatives of Hard Rock, MGM Resorts, Penn National, Rush Street and William Hill.

AGA CEO Bill Miller said: “Responsible Gaming Education Week provides a perfect opportunity to launch this important initiative, holding everyone accountable to a standard set by responsible operators.

“By adhering to this code, US sports betting operators are putting consumers first, and I’m thankful to the distinguished industry representatives on the compliance review board who will help raise the bar for the marketing of sports betting activity in the United States.”

Cait DeBaun, senior director for strategic communications and responsibility, said the AGA had learned from developments in Europe.

She said: “Learning lessons from the UK and other European countries like Spain, where there are crackdowns in advertising, or even the US with daily fantasy a few years ago, it’s important that the gaming industry have the opportunity to self-regulate and set a standard by which we market and advertise to our customers.

“That includes prioritizing responsible gaming, only advertising to legal customers, placements of advertisements as well as the frequency of advertisements.”

Sports betting is on the rise in the US. Mississippi reported a 400 per cent increase in its handle in August.

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