iDEA Growth is a non-profit organization focused on the US interactive entertainment online sector. It has updated its responsible advertising code, which applies to online gambling and sports betting.
The code is aimed at its members and outlines a number of marketing principles that encourage them to promote responsibly.
First, adhere to the legal requirements that are related to this type of gambling. Advertising rules and restrictions are governed by each state.
Secondly, iDEA Growth can only promote online gambling and sports betting for players older than 21 unless the state law requires 18+.
Advertising should make it clear that betting is for adults only and avoid using characters or performers who appeal to young audiences. Advertisements should not be placed on media that is aimed at an audience below the legal age limit or that features promotional products that are appealing to children.
A second principle is to limit college and university advertisements. Members must not advertise on university or college campuses except when permitted, like in alumni communications.
Fourth principle: Adverts must contain messages about responsible gaming. It also includes complying with state mandates, such as providing a free helpline number.
Ads must adhere to this principle and not suggest that someone can achieve financial or other success by betting or playing. Ads must not promote betting or gaming to help people out of financial difficulties or to use language that suggests “risk-free” gambling.
The last principle calls for the implementation and monitoring code compliance. The Responsible Advertising Committee of iDEA will review and update the Code every year.
Members will train their staff to comply with the code. iDEA offers a complaint system for members and third parties.
“Sports betting and online gaming advertising plays a crucial role in the growth of a
iDEA stated that it was committed to a “legal, regulated, and healthy market” by promoting competition, increasing consumer choice, and promoting responsible gaming industry initiatives.
“However sports betting and online gambling must be marketed responsibly and to the right audiences.”