Rewriting the rulebook on advertising
The twin issues of allowing gambling related advertising while also encouraging a culture of gambling responsibility has proven to be a major issue for regulators around the world. The American Gaming Association discusses its approach with EGR Compliance
The American Gaming Association recently released a revised code of conduct for its members which includes tighter controls on advertising and for the first time addresses the issue of sports betting in the post-PASPA world.
New codes for sports betting require every sports betting company and casino to allow patrons to self-exclude from services including casino-issued markers, player club/card privileges and exposure to further gambling promotions.
Additional measures include the prohibition of misleading advertising, requirements to include responsible gambling messages and a blanket restriction on advertisements which could in any way appeal to children.
EGR Compliance discusses the development of the new code of conduct with Sara Slane, the American Gaming Associations senior vice president of public affairs.
What was the motivation behind including tougher guidelines on advertising in the revised code of conduct?
The American Gaming Association (AGA) is dedicated to establishing industry-wide measures designed to strengthen consumer protection. We believe that responsible advertising is a critical aspect of this. AGA’s desire to establish responsible advertising provisions was also influenced by international developments and lessons learned from other sectors.
Were the measures on sports betting considered before the repeal of PASPA?
The repeal of PASPA certainly influenced our most recent updates to the Code of Conduct on Responsible Gaming. AGA is constantly evaluating our guidance documents including the Code of Conduct on Responsible Gaming and our Best Practices for Anti Money Laundering Compliance. It is critical that these resources are reflective of developments taking place within the industry to ensure their relevance and applicability.
What engagement has there been in this process from sports betting companies?
Updates to AGA resources are always shaped in part by members of AGA’s various committees and task forces, including the Sports Betting and Responsible Gaming Task Forces, which include sports betting operators, among casino operator and supplier members.
Will the AGA be rolling out further advertising restrictions in the future?
The AGA is always evaluating the creation of additional resources to ensure that we’re arming our members and the wider industry with the most cutting-edge and relevant resources designed to foster consistency and cohesion industry-wide.
Does the AGA plan to roll out more guidelines for sports betting companies in the future?
The AGA will continue to consult with stakeholders moving forward to ensure our Code of Conduct evolves with the industry.
What constitutes a child friendly symbol for the AGA?
While this is somewhat subjective and may require evaluation on a case by case basis, it’s fair to say you’ll know it when you see it. We believe this aspect of our Code of Conduct is important to ensure that there is consistency and a concerted effort to ensure that industry advertisements and marketing do not target or appeal to children or youth. Some examples may include cartoon characters or graphics from programs or popular forms of media designed specifically for children or youth audiences.
In your opinion are AGA members responsible in their advertising or does more need to be done?
Industry efforts in this space are commendable. In many cases, operators’ internal practices will exceed what is stipulated in the Code of Conduct. We look forward to working closely with our members and continuing to enhance practices in this area.