Illinois regulators late last week became the latest to revamp advertising and marketing rules for sports betting and casinos. The move follows a trend in the US that regulators say aims to protect minors and those at-risk from potential harms.
The Illinois Gaming Board (IGB) on Thursday (12 September) voted in more strict measures around wagering, casino advertising and video gaming. The new guidelines mirror those in Massachusetts and Ohio. Those two states are recognised to be the most stringent when it comes to advertising and marketing.
The IGB previously did not have such guidelines for casino and video gaming.
The board voted the same day that two US lawmakers introduced legislation that would, in part, create national gambling advertising guidelines.
The overall document now seeks to consider digital sports betting and advertising. But the rules apply to the physical and digital worlds.
IGB CEO Marcus Fruchter said the new rules were designed to “include additional safeguards and standards and second, to make the amended rules applicable to casino gaming and video gaming” as well. He also said that the board considered regulations in “comparable jurisdictions” while drafting the new guidelines.
Use of the word “free” in advertising banned
The revamped advertising section includes the following updates:
- Operators may not promote that wagering is “free of risk” in any way;
- Operators may not use the words or phrases “free”, “cost-free” or “free of risk”;
- No wagering advertising is permitted at venues where the majority of attendees are likely to be under 21;
- Sports betting advertising is not permitted on college campuses or on any college media. As an example betting ads are banned from college newspapers;
- College or university students or settings may not be depicted in advertising; and
- Wagering messages/logos may not be used on items such as clothes or toys that could appeal to those under 21.
The new rules also prohibit operator logos or brands on any websites aimed at problem and responsible gambling assistance. In addition, the regulator added that any gambling correspondence must have the option to “opt out” in addition to the existing option of unsubscribing.
Casino rules define types of advertising
On the casino side, all of the above new rules are also now in place and the new rules seem to imply that the regulator is preparing for online gambling. The IGB included a list of how it defines advertising and marketing. That includes email, social media, internet advertising and “patron acquisition, retention or referral” programmes.
Casinos are now also required to keep copies of all advertising and marketing collateral and a log of when and how advertising or marketing materials were distributed. The regulator also added into the casino rules that the use of celebrities or entertainers is prohibited in casino advertising. This rule was already in place for wagering.
Also at the meeting, the IGB renewed Rivers Casino’s gaming licence and Hawthorne Race Course’s master sports wagering licence.
