AGA Responsible Marketing Code for Sports Wagering

American Gaming Association

Legal sports betting offers fans the opportunity to engage with their favorite teams and sports in new and exciting ways. Sports wagering is an entertainment activity that should be consumed only by responsible adults and marketed accordingly to that audience.

The advertising and marketing of sports betting informs consumers about the types of wagering options and the terms on which they are available. In doing so, they support competition, multiply consumer choice, and can encourage consumer loyalty. Because legalized wagering on sporting contests is a relatively new activity in most states, the American Gaming Association (AGA) is extending its compliance commitments to answer fresh concerns that might arise with it. The Responsible Marketing Code for Sports Wagering sets an industry standard for the marketing and advertising of sports wagering services.

Specifically, the code includes self-imposed restrictions on target audiences, outlets, and materials branding, while mandating the inclusion of responsible gaming in marketing activities. The tenets of the code apply to traditional and digital media marketing activities for both AGA members and non-members.

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