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Formation of Coalition for Responsible Sports Betting Advertising Announced
Members of the Coalition to include the NFL, MLB, MLS, NASCAR, NBA, WNBA, NHL, NBCUniversal, and FOX
Coalition Publishes Six Core Principles of Responsible Sports Betting Advertising
The formation of the Coalition for Responsible Sports Betting Advertising, a voluntary association of sports leagues and media entities committed to doing their part to help ensure a responsible approach to sports betting advertising, was announced today.
Consisting of the National Football League, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, Women’s National Basketball Association, National Hockey League, NBCUniversal, and FOX, the coalition has committed to implement and maintain consumer protection policies consistent with the following six principles:
- Sports Betting Should be Marketed Only to Adults of Legal Betting Age
- Sports Betting Advertising Should Not Promote Irresponsible or Excessive Gambling or Degrade the Consumer Experience
- Sports Betting Advertisements Should Not Be Misleading
- Sports Betting Advertisements Should Be In Good Taste
- Publishers Should Have Appropriate Internal Reviews of Sports Betting Advertising
- Publishers Should Review Consumer Complaints Pertaining to Sports Betting Advertising
“As the legalization of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the United States. Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience, but also that the message is thoughtfully crafted and carefully delivered.”
—Joint statement from the Coalition for Responsible Sports Betting Advertising
Coalition for Responsible Sports Betting Advertising Principles:
1. Sports Betting Should be Marketed Only to Adults of Legal Betting Age.
The content of sports betting advertising, marketing and promotion should primarily appeal to individuals of legal betting age, and sports betting should never be endorsed or otherwise promoted by any person who is, or appears to be, below such legal age.
Sports betting promotional materials should (i) only appear in media where a significant majority of the audience is reasonably expected to be of legal betting age and (ii) never primarily appeal to children in content or theme.
2. Sports Betting Advertising Should Not Promote Irresponsible or Excessive Gambling or Degrade the Consumer Experience.
Sports betting advertisements should always contain a clear, prominent responsible gaming message, including information on responsible gambling resources, and never be directed to individuals known by the advertiser to be self-excluded. Gambling advertising, promotion and other integrations that encourage irresponsible gambling or degrade the consumer experience (e.g., by appearing excessively) should also be avoided.
3. Sports Betting Advertisements Should Not Be Misleading.
Sports betting advertisements should never be false, deceptive or misleading. For example, sports betting advertisements and marketing should not promote unrealistic expectations of financial gain, or suggest that social, financial or personal success is guaranteed by engaging in sports betting. Nor should any such messaging state or imply that a bet is without risk if the customer must incur any loss, or risk the customer’s own money, to use or withdraw winnings from such bet.
4. Sports Betting Advertisements Should Be In Good Taste.
Sports betting advertisements should (i) adhere to contemporary standards of good taste applicable to all commercial messaging, taking into consideration the applicable medium and advertising context and (ii) never undermine public perception of sports or their integrity.
5. Publishers Should Have Appropriate Internal Reviews of Sports Betting Advertising.
Publishers showing sports betting advertising should (i) provide appropriate training to their relevant employees regarding responsible sports betting advertising policies and (ii) implement internal processes to ensure compliance with such policies. To the extent possible, such processes should include a separate review of advertising and marketing materials by company employees outside the marketing and sponsorship departments.
6. Publishers Should Review Consumer Complaints Pertaining to Sports Betting Advertising.
Publishers showing sports betting advertising should develop and implement a process to review consumer complaints pertaining to that advertising.
Coalition of Responsible Sports Betting Advertising Quotes
National Football League
David Highhill, General Manager, Sports Betting
“We’re proud to join these prominent sports industry stakeholders in this important effort. Legalized sports betting offers fans another way to engage with their favorite sports, but just as we must support problem gambling prevention and resourcing, we must also remain mindful of how sports betting is presented and advertised to consumers, and this coalition should greatly aid in that cause.”
Major League Baseball
Kenny Gersh, Executive Vice President, Media & Business Development
“Forming this coalition with fellow leaders in sports and entertainment is another important step for our industry as legal sports betting continues to grow. While providing new fan engagement opportunities to enjoy our sport in more ways, we have to continue to be mindful and deliberate with how these sports betting options are presented and to whom they’re directed. Layering this coalition’s work in the advertising arena on top of our efforts to promote responsible gambling and address problem gambling challenges will lead to more thoughtful planning and implementation across the board.”
Major League Soccer
Chris Schlosser, Senior Vice President, Emerging Ventures
“As betting on soccer continues to have a strong presence around the world, it becomes increasingly imperative to educate the fans about responsible gambling. A big part of this is how sports betting is marketed and promoted. That’s why we are committed to joining this important coalition of leaders in the sports industry. This is an opportunity to work together to implement guardrails and ensure that sports betting advertising is done appropriately and thoughtfully.”
NASCAR
Joe Solosky, NASCAR Managing Director of Sports Betting
“As the number of fans engaging with our sport continues to grow through the legalization of sports betting and gaming, it is critical that we play a meaningful role as a coalition member to ensure the availability to bet on sports is presented to fans in an appropriate and responsible manner. Moving forward in this space, responsible sports betting advertising will join responsible betting education as the two pillars that make up the foundation of our gaming strategy.”
National Basketball Association, Women’s National Basketball Association
Scott Kaufman-Ross, Head of Gaming and New Business Ventures, NBA and WNBA
“The NBA and the WNBA are proud to join this coalition of industry leaders dedicated to prioritizing and standardizing responsible sports betting advertising. These fundamental efforts will contribute to creating a safe, entertaining and sustainable market for sports fans to engage with legalized sports betting.”
National Hockey League
Keith Wachtel, NHL Chief Business Officer
“As more sports fans have the opportunity to legally and responsibly bet in their home states, the fan experience continues to be one of our utmost priorities. We are proud to be part of this coalition of leagues and media entities to publicly state our ongoing commitment – with our partners – to promoting responsible advertising for sports betting.”
FOX
Mike Mulvihill, Executive Vice President, Head of Strategy and Analytics, FOX Sports
“FOX and FOX Sports are proud to be charter members of this broad and important coalition. As America’s leader in live sports, we are committed to providing fans a responsible and ethical engagement with sports betting, keeping the integrity of the games and our broadcasts at the forefront at all times.”
On Sunday, February 9, 2025, the Philadelphia Eagles will face the Kansas City Chiefs in Super Bowl LIX at the Caesars Superdome in New Orleans, Louisiana, with kick-off at 6:30 p.m. ET. As one of the most anticipated and wagered-on sporting events of the year, the Arizona Department of Gaming (“ADG”) is reminding Arizona residents and visitors to bet responsibly and within the bounds of the law.
“The Super Bowl is an exciting event that brings communities together, but it’s essential to approach event wagering with caution and accountability,” said Jackie Johnson, ADG Director. “We encourage all Arizonans to enjoy the game responsibly by ensuring their wagers are placed legally and thoughtfully.” Further emphasizing the importance of using licensed operators for all event wagering activities, “illegal gambling undermines public safety and the integrity of the game, while responsible betting practices help ensure a safe and enjoyable experience for all participants,” stated ADG Director, Jackie Johnson.
Sports Pools – Know What Rules to Follow
In the United States, it is common to see friends and family participate in sports pools for the Super Bowl, often known as “Super Bowl Squares”. These pools are legal as long as the state’s social gambling rules are followed. According to Arizona Law (A.R.S. § 13-3301(7)), social gambling requires:
- That gambling cannot be conducted as business, which means that hosts cannot receive
financial benefit, unless they are participating in the game; - Hosts pay out all pool money to the winner(s);
- Only participants can win; and
- Players compete on equal terms with each other.
A few things to be on the lookout for that indicate illegal gambling:
- Paying a fee to participate, including “suggested” or “voluntary” donations.
- A host who keeps a percentage of the pool for administering the game.
- A required minimum purchase to participate (food or beverage, etc.).
- Unequal odds.
- Underage participants (under 21 years of age).
Responsible Betting – What to Keep in Mind
With sports betting legal in the state, it has become increasingly important to educate yourself on how you can bet responsibly. Listed below are some helpful tips as part of the American Gaming Association’s (“AGA”) Have A Game Plan.® Bet Responsibly.™ campaign:
- Set a Budget – It is crucial to keep in mind that everyone will have different budgets; never
bet beyond your own means. Be cautious and make sure you set a limit – and stick to it – if
you plan on wagering. More information on how to responsibly set a budget for wagering
can be found on the AGA’s Have A Game Plan website: How Much Should I Wager? - Know the Odds – There are plenty of key terms everyone should know when making a sports
bet. What’s a parlay? Over/under? Moneyline? If you decide to wager, make sure you are
briefed on The Basics of Sports Betting. - Keep it Social – Whenever gambling, be mindful that all forms of gambling are for the
purpose of entertainment. This is not a way to make money. By gaming with friends, family,
and colleagues, you can keep playing responsibly and have fun. - Keep Your Cool – No one’s perfect, and in sports, winning and losing are all part of the game.
Whether you’re wagering from the sidelines or watching from home, remember to keep
your cool. Good sportsmanship isn’t just for the players on the field; it’s for everyone. - Play Legally – Legal operators provide important player protections that are not found in
the illegal market. Whether you are placing a wager on your phone or at a physical
sportsbook, make sure you are using a legal operator in the state. Visit the ADG website to
view a full list of the state’s approved operators and retail locations: Approved Operators.
If you or someone you know has a gambling problem, you can get help now by calling 1-800- NEXT-STEP (1.800.639.8783), the Division of Problem Gaming (“DPG”)’s confidential helpline, texting “NEXTSTEP” to 53342, or utilizing a chat feature on the DPG website. DPG’s helpline provides confidentiality and connects callers with a master’s level counselor who can connect them with available resources, including statewide treatment providers who specialize in problem gambling. The helpline is available 24/7 to everyone facing a problem with gambling, whether that be individuals and affected family members, friends, or co-workers.
Are you ready for the biggest Super Bowl yet? We are—and the data* backs it up. Legal sports betting continues to grow at an unprecedented pace, and this year’s NFL season has been no exception.
During the 2024/25 NFL season, active sports betting accounts surged 20.2% compared to last season. The expansion of regulated betting markets is bringing more fans into the legal ecosystem.
Looking Ahead: The Biggest Super Bowl Yet?
This year’s NFL season sets the stage for record-breaking Super Bowl engagement.
The numbers don’t lie—sports fans are betting on the future of regulated sports betting.
Stay tuned! After the Big Game on Sunday, we’ll be sharing exclusive insights into Super Bowl betting trends and engagement.
*Active accounts is based on GeoComply’s aggregated user data for its US sportsbook customers in regulated states during the NFL regular season. The data does not include Florida.
Rapidly expanding content provider continues LatAm expansion by certifying its games in Brazil.
Popular iGaming content provider BGaming is proud to announce it has received full certification and is now ready to enter the Brazilian market.
BGaming’s technical system of gaming software and portfolio have received approval from Gaming Associates Labs (GA Lab) and Gaming Laboratories International (GLI), certifying that its products are fully compliant and eligible to enter the Brazilian market. GLI is among the industry’s most rigorous testing bodies, ensuring providers fully comply with industry standards before entering a market.
By securing these certificates, BGaming can now open the door to working with licensed operators within Brazil. Brazilian players will have the opportunity to experience BGaming’s innovative portfolio for the first time, including creative titles like Snoop Dogg Dollars, Panda Luck, and Aztec Clusters.
This entry into Brazil represents a pivotal moment in BGaming’s global expansion strategy, particularly as it focuses on the burgeoning Latin American market. The company was recently awarded a supplier’s certification to enter Peru and Columbia at the end of 2024, further highlighting its commitment to growth in the region.
Antonina Ivanova, Head of Legal & Compliance at BGaming, said: “Brazil is one of the most dynamic iGaming markets in the world right now. Receiving this approval is a massive milestone for BGaming and a testament to our entire team’s hard work and dedication.
“Latin America plays a pivotal role in our global expansion strategy, and securing this certification makes a strong statement about the company’s intention to shake things up throughout 2025. We are committed to putting our products in front of as many players as possible, and we cannot wait to hit the ground running in Brazil.”
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