Nationwide lawmakers and regulatory bodies will be monitoring the way sports betting companies advertise and promote their services very closely as advertising continues to flood the airways.
Lawmakers are unlikely to endorse any federal legislation on the issue but lawmakers will continue to fine tune regulations in order to protect players with a special emphasis on protecting minors.
has put strict rules in place. Affiliate sites must disclose their business partnerships with New York operators.
In addition, the NYSGC ruled that New York sports betting affiliate marketers cannot use language that may be “false, deceptive, or misleading.” It is also an issue that the board could come back to at some point if there are any problems with affiliates in the future with NYSGC Chairman Brian O’Dwyer warning that this was possible.
Meanwhile, bill S1550 sponsored by Democrats Senator Leroy Comrie and co- sponsored by Senator Luis R. Sepúlveda would require sports betting ads to include warnings about the addictive potential of gambling. Te New York State Senate passed the bill by a 57-0 vote in May.
One issue that has been worrying lawmakers in particular is the reach of sports betting at colleges. In March 2023 the U.S. gambling industry announced that it was adopting a new responsible marketing code that would ban sports books from partnering with colleges to promote sports betting, bar payments to college and amateur athletes for using their name, image or likeness, and end the use of the terms “free” or “risk-free” to describe promotional bets amongst other measures.
However, Massachusetts already bans partnerships between universities and gambling companies. Lawmakers in Maryland approved bill SB620 in April 2023 with unanimous support. Te bill prohibits state universities from entering into marketing deals with sportsbooks. It was approved by the Governor in July. Going into effect in the same month was a similar bill in Connecticut House Bill No. 5232 which prohibited public institutions of higher education from receiving money for soliciting students to gamble online. New York banned advertising sports betting near colleges and universities in the state in October 2023.
Other much broader efforts to curtail gambling ads are afoot elsewhere. In Louisiana where retail sports betting launched in October 2021 and online betting became available in January 2022 New Orleans-based lawmaker State Rep. Shaun Mena has authored House Bill 727 which would ban online sports betting advertising.
Although the bill is unlikely to pass it does show that concerns are growing over gambling related harm as sports betting increases.
“I am not proposing that we ban online sports betting, not at all — I just want to ban the advertisement of it. I'm fighting for the young men and women who are addicted to these products. Young men under the age of 35 are the largest demographic of online gambling addicts,” Mena said.
Yet while sports betting advertising remains widespread there is growing research to suggest that advertising spend may well be decreasing. In fact at this year’s Super Bowl only three sports-betting ads were broadcast fewer than the maximum allowed.
A recent Nielsen study commissioned by the American Gaming Association reported that “total advertising spend related to sports betting (including Daily Fantasy Sports (DFS) declined $210m compared to 2022, a 15 per cent decline. Excluding DFS, sports betting ad spending was down 21 per cent from 2022. Sports betting ad volume was down four per cent year-over-year across all channels, having contracted 20 per cent from the 2021 peak.”
At the same time, TV which is the largest category for sports-betting advertisers advertising volume “declined more—11%—and has decreased 33 per cent since 2021,” the study found. Just days after the market launched in Ohio the Ohio Casino Control Commission notified BetMGM, Caesars and DraftKings of violations in their ads. Caesars and BetMGM eventually each paid $150,000 in fines and DraftKings paid $500,000 to resolve two separate cases according to local press.
Nationwide lawmakers and regulatory bodies will be monitoring the way sports betting companies advertise and promote their services very closely as advertising continues to flood the airways. Lawmakers are unlikely to endorse any federal legislation on the issue but lawmakers will continue to fine tune regulations in order to protect players with a special emphasis on protecting minors.
More restrictions will follow as the US comes to grips with its growing sports betting market.
Lawmakers in Maryland approved bill SB620 in April 2023 with unanimous support. The bill prohibits state universities from
entering into marketing deals with sportsbooks. It was approved by the Governor in July. Going into effect in the same month was a similar bill in Connecticut House Bill No. 5232.
WIRE / PULSE / INSIGHT / REPORTS P119
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