AGA marketing code for betting comes into effect
Published 15th September 2020
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.
In addition, sports wagering messages should not be “licensed for use on clothing, toys, games, or game equipment intended primarily for persons below the legal age for sports wagering”, or promoted or advertised on college or university campuses. Last week, Pointsbet – which is not an AGA member and thus not required to comply with the code – signed a deal with the University of Colorado Buffaloes that will see its product advertised at the university’s on-campus stadium, among other locations.