AGA approves responsible marketing board

Cvetanka Cvetanovska | Published 18 Sep 2020, 2:06 p.m.

These past few months, we’ve reported on many occasions about the importance of education and transparent information on legal sports betting and safe gambling. This challenge has been an imperative for sports betting and iGaming companies. Sports leagues, regulatory bodies and other related industries have joined forces to spread the word out and talk more about prevention and responsible gambling. For example, just a few months ago, the UK Betting and Gaming Council (BGC) supported a £10 million education programme to help the audience understand the black market gambling risks.

Setting the US Sports Wagering Marketing Code

The American Gaming Association (AGA) has appointed a board that will supervise responsible marketing and advertising in the gambling and betting industry. The committee will include representatives from Hard Rock, MGM Resorts, Penn National, Rush Street and William Hill, with an aim to launch Responsible Marketing Code for Sports Wagering.

The code will be designed to set out an industry standard for sports betting marketing and advertising. The AGA website states that it includes self-imposed restrictions on target audiences, outlets and branded materials while favouring responsible gaming inclusion. This move happened just two months after the AGA located that US players have a positive attitude towards legal operators, with more than 70% declaring that transparency and safety come first when choosing a platform to play on. 

AGA’s CEO Bill Miller highlighted the Responsible Gambling Education Week as the perfect event and opportunity to launch this initiative. This way, involved parties will be accountable to a standard set by responsible operators. By adhering to this code, US sports betting operators will put their consumers on a pedestal, and finally raise the bar higher for sports betting marketing in the US.

AGA and NASCAR form responsible gambling partnership

As a result of this initiative, this week the AGA and National Association for Stock Car Auto Racing (NASCAR) partnered to help educate fans on responsible wagering through the AGA’s “Have a Game Plan. Bet Responsibly” campaign. Hence, NASCAR becomes the campaign’s official professional sports league partner and will help in branding and tailoring the content with AGA. The announcement coincides with AGA’s Responsible Gambling Education Week happening from the 13th-19th of September to showcase the industry’s commitment to responsible gambling initiatives.

The co-branded content will be distributed across all NASCAR’s social platforms, in addition to public service announcements. It will also produce original, responsible gambling content for their bet centre, which provides fans with stats, odds and information to help inform their decisions in fantasy and sports betting.

Casey Clark, the AGA senior vice president for strategic communications, said that this partnership further demonstrates NASCAR’s leadership among professional sports on responsible gaming. Legal sports betting allows fans to engage with their favourite drivers and race teams in new ways. Moreover, he adds it is critically important to ensure they are informed about how to bet and play responsibly.

This is not NASCAR’s first entrance into the sports wagering landscape. Over the last year, they entered a series of partnerships with world-class brands to prepare the industry and its fans for the growing sports betting market. Scott Warfield, NASCAR’s managing director of gaming, said that the AGA perfectly understands the importance of legal and responsible gambling. As bettors engage with NASCAR, they’ll look forward to work together and promote education and resources that help prepare their fans for the legal betting frame.

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