The Responsible Online Gaming Association (ROGA) has launched a voluntary Marketing and Advertising Code. This code establishes standards for how its members promote regulated online gaming. All ROGA members have adopted the framework. It is designed to strengthen consumer protection and promote more responsible marketing practices across the industry.
Four Key Areas of Responsible Marketing
The Code covers four main areas: legal age protections, marketing content, digital advertising and responsible gaming.
Under the framework, operators must avoid marketing that appeals to minors. Additionally, they may advertise only on platforms where at least 75% of the expected audience is of legal age. Marketing is also prohibited on college campuses. It cannot feature endorsements from underage collegiate athletes.
Operators must also ensure that advertising accurately represents odds and potential outcomes. Promotional terms must be clearly disclosed. Furthermore, claims such as “risk-free” are prohibited. This applies when these claims could make gaming appear to be a financial strategy rather than entertainment.
Stricter Digital Marketing Standards
The Code introduces additional requirements for digital campaigns and influencer partnerships. Influencers must be of legal age, while paid relationships must be clearly disclosed. Operators are also expected to follow their own responsible gaming marketing policies.
Members must provide customers with access to responsible gaming resources and tools. These allow them to restrict or revoke access to gaming services. Marketing should also avoid targeting individuals identified as having responsible gaming concerns.
ROGA Executive Director Dr Jennifer Shatley said the framework reflects changes in technology, digital platforms and consumer behaviour. It also demonstrates members’ commitment to responsible marketing.
Code to Support ROGA Certification
The Marketing and Advertising Code will become part of ROGA’s forthcoming independent Certification Program. Compliance will be assessed as operators seek to obtain and maintain certification.
Representatives from DraftKings, FanDuel and BetMGM also welcomed the initiative. They highlighted the importance of transparency, consumer trust and responsible marketing in supporting the regulated online gaming sector.
ROGA said the Code is intended to establish a common benchmark for responsible advertising. It will also strengthen consumer protections across the legal gaming market.
