AGA unveiled a new Responsible Marketing Code in the one-year anniversary of the legalisation of sports betting.
US.- The sports betting industry got federally legalised in the US on May 14, 2018. Exactly one year after the US Supreme Court lifted the federal ban, the American Gaming Association (AGA) released a new set of self-regulations for the sports betting industry.
The self-regulations are for the advertising and marketing legal sports betting market. The new “Responsible Marketing Code for Sports Wagering” emerges in coordination with AGA members. It extends commitments made by individual companies through their own responsible marketing activities and those adhered to by all association members through the Responsible Gaming Code of Conduct, AGA said.
This new code features self-imposed restrictions on target audiences, outlets and materials branding while mandating responsible gaming inclusion. The tenets of the code apply to traditional and digital media marketing activity, explained the association.
“For several years, the gaming industry committed to driving the illegal market out of business for the benefit of consumers, state and local economies and the integrity of both games and bets,” said Bill Miller, president and chief executive officer of the American Gaming Association. “The gaming industry has an obligation to extend our decades-long commitment to responsibility to this growing sector. That’s exactly what this effort codifies. We (AGA) are setting a high bar for sports betting advertising and will continue to ensure that everyone involved in the expansion of legalised sports betting across the country – gaming operators, sports leagues and teams, broadcasters and other businesses – rise to this standard.”
Sports betting expands in the US
AGA’s new code comes amidst the rapid expansion of legal markets across the country. In 2018, there was nearly US$8 billion on sports bets nationwide, US$3 billion of which happened outside of Nevada. Post-PASPA, legal sports betting has generated US$55.3 million in new state and local tax revenue.