According to a report in InsideRadio, the American Gaming Association (AGA) has issued a new set of self-regulations for sports betting advertising and marketing. Its new “Responsible Marketing Code for Sports Wagering” has parallels to restrictions placed on alcohol advertising.
The new code comes on the first anniversary of the Supreme Court striking down the Professional and Amateur Sports Protection Act (PASPA), which paved the way for the new industry to flourish. It applies to both traditional and digital media marketing and includes self-imposed restrictions on target audiences, outlets and branding materials.
The AGA has traditionally represented the $261 billion U.S. casino industry. But with legalized wagering on sporting events a relatively new activity in a growing number of states, the trade association says it’s extending its compliance commitments to address new concerns that have sprung up, according to the report.
Using gambling and casino advertising as a forerunner of what’s to come, Borrell Associates CEO Gordon Borrell last year forecast about $300 million in new ad revenue for radio from sports betting.