The Responsible Online Gaming Association has introduced a voluntary code for marketing and advertising, aiming to set clearer standards for how regulated online gambling operators promote their services and protect consumers
The Responsible Online Gaming Association (ROGA) has released a new voluntary Marketing and Advertising Code, establishing a set of standards for how its member operators promote regulated online gambling in the United States. The code, which has been adopted by all current ROGA members, is designed to address evolving marketing practices and strengthen consumer protections in a rapidly changing digital environment.
Key Requirements of the Code
The ROGA code covers four main areas: legal age protections, message content, digital marketing, and responsible gaming. Operators are required to avoid marketing that could appeal to minors and must ensure that advertising appears only on platforms where at least 75% of the audience is expected to be of legal gambling age or older. The code also prohibits marketing on college campuses and bans endorsements from underage collegiate athletes. In addition, operators must accurately represent odds and outcomes, clearly disclose promotional terms, and avoid language such as “risk-free” that could mislead consumers about the nature of gambling.
Digital Marketing and Influencer Guidelines
For digital channels, the code sets specific requirements for influencer partnerships. Only individuals of legal gambling age may be used in influencer campaigns, and any paid relationships must be clearly disclosed. Operators are also expected to follow their own responsible gaming marketing guidelines and provide access to responsible gaming resources. The code further requires that customers be allowed to restrict or revoke access to gaming services and that marketing not target individuals identified as having responsible gaming concerns.
Certification and Industry Impact
The Marketing and Advertising Code is set to become part of ROGA’s upcoming independent Certification Program. Compliance with the code will be assessed as part of the certification process for operators seeking to demonstrate adherence to responsible marketing standards. While the code is voluntary and not a regulatory requirement, its adoption by major operators including DraftKings, FanDuel, and BetMGM signals a coordinated industry effort to address concerns about advertising practices and consumer protection.
Responsible gambling codes like ROGA’s are designed to supplement, not replace, state and federal regulations. In the U.S., legal gambling age and advertising restrictions vary by state, and operators must comply with all applicable laws in addition to any voluntary standards. Responsible gambling marketing guidelines typically focus on preventing underage exposure, ensuring transparency in promotional offers, and providing resources for those seeking help with gambling-related problems. Voluntary codes can help establish industry benchmarks, but enforcement ultimately depends on operator commitment and, where relevant, regulatory oversight.
