ROGA launches voluntary Marketing and Advertising Code
The framework sets common standards for responsible marketing across regulated online igaming and has been adopted by all ROGA members.
U.S:- The Responsible Online Gaming Association (ROGA) has released its Marketing and Advertising Code, establishing a framework for marketing channels. The voluntary code has been adopted by every ROGA member and is intended to strengthen consumer protection across the regulated online igaming sector.
The code presents a common set of enforceable standards intended to demonstrate members’ commitment to responsible marketing and stronger consumer protections. It establishes requirements in four areas:
- Legal age protections: Marketing must not include content designed to appeal to minors, may only run on platforms where at least 75 per cent of the expected audience is of legal age, and cannot appear on college campuses or include endorsements from underage collegiate athletes.
- Message content standards: The association requires marketing to accurately represent odds and outcomes and clearly disclose promotional terms. The code also prohibits language such as “risk-free” claims that could present gaming as a financial strategy rather than entertainment.
- Digital marketing: This area states that influencer partnerships may only involve individuals of legal age and must clearly disclose paid relationships. Influencers must also follow responsible gaming marketing guidelines established by ROGA members.
- Responsible gaming commitments: Members must provide consumers with responsible gaming resources and allow customers to restrict or revoke their own access. Operators must also refrain from targeting individuals who have been identified as having responsible gaming concerns.
ROGA Executive Director Dr. Jennifer Shatley said the code reflects the need for industry standards to keep pace with those changes. “Technology, digital platforms, and the ways players engage with online igaming continue to change, and responsible marketing practices must also evolve to meet this moment,” Shatley said.
