© Albert Cesare / USA TODAY NETWORK Chris Corrado, Belterra Park vice president and general manager, speaks during the FanDuel Sportsbook at Belterra Park Cincinnati Grand Opening with former Cincinnati Bengal T.J. Houshmandzadeh at Belterra Park in Cincinnati on Thursday, Jan. 12, 2023.
A new marketing code targeting the U.S. gambling industry is set to ban sportsbooks from promoting betting in partnership with colleges.
This sweeping code will also disallow sportsbooks from giving NIL deals to college and amateur athletes, and it will make it so that promotions are not allowed to use the term “free” or “risk-free”.
Additionally, anyone depicted in sports betting advertising has to be at least 21 years old, and advertising will be restricted to media where the target audience is “reasonably expected” to be over 21.
The American Gaming Association and all of its members have agreed on this new code. Per ESPN, these new rules are effective immediately, but any companies that have existing advertising place that will be impacted by the new code has until July 1 to continue.
“It has always been important that we get sports betting right,” Bill Miller, president and CEO of the American Gaming Association told ESPN. “It’s always been our No. 1 interest in creating a high bar for responsible advertising and protecting consumers.”
Keith Whyte, the executive director of the National Council on Problem Gambling, also commented on the new rules
“The AGA’s code is an important standard for the gambling industry, and we are glad to hear about these updates,” he said. “The code is so important because many sports fans are underage, and we also know that people who gamble on sports have higher rates of gambling problems.
There are five partnerships between colleges and and gambling industry companies that will be impacted by the new rules. Michigan State and LSU both have had partnership with Caesars Entertainment. PointsBet has a partnership with Colorado and Maryland, while Superbook has a deal with the University of Denver.
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