The American Gaming Association (AGA) has activated the enforcement process associated with its Responsible Marketing Code for Sports Wagering. The self-regulated, industry-wide program, which swings into action in conjunction with this week’s Responsible Gaming Education Week (RGEW), will be overseen by a Code Compliance Review Board consisting of two independent co-chairs and five AGA member representatives.

The Board comprises Joe Bertolone, Executive Director, UNLV International Center for Gaming Regulation; Becky Harris, Distinguished Fellow in Gaming, UNLV International Gaming Institute; Laura McAllister Cox, Vice President of Regulatory Compliance & Legal Counsel, Rush Street Gaming; Stephen Martino, Senior Vice President & Chief Compliance Officer, MGM Resorts International; Sharon Otterman, Chief Marketing Officer, William Hill; Paul Pellizzari, Vice President, Global Social Responsibility, Hard Rock; and Chris Soriano, Vice President & Chief Compliance Officer, Penn National Gaming.

The Responsible Marketing Code for Sports Wagering includes self-imposed restrictions on target audiences, outlets, and materials branding, while mandating responsible gaming inclusion. The tenets of the code apply to traditional and digital media marketing activity for AGA members and non-members. Through the process launched this week, industry stakeholders and consumers can flag perceived non-compliance with the code via

“Responsible Gaming Education Week provides a perfect opportunity to launch this important initiative, holding everyone accountable to a standard set by responsible operators,” said AGA President and CEO Bill Miller.

“By adhering to this code, US sports betting operators are putting consumers first, and I’m thankful to the distinguished industry representatives on the compliance review board who will help raise the bar for the marketing of sports betting activity in the United States.”

AGA’s Responsible Marketing Code for Sports Wagering supplements individual companies’ existing responsible marketing activities and those adhered to by all AGA members through the Responsible Gaming Code of Conduct, which includes limitations on frequency of advertisements.

Held annually, RGEW (Sept. 13-19, 2020) provides an opportunity to showcase the industry’s year-round commitment to responsible gaming by refreshing employee training, promoting gaming literacy to customers, and working with community partners on advancing RG initiatives. This year, the AGA is highlighting Have A Game Plan.® Bet Responsibly., its public service campaign to educate new and seasoned sports bettors on responsible sports betting amidst the rapid expansion of legal sports betting. 

In a separate statement, Miller said: “This is an important moment for the sports betting industry. While gaming is one of the most regulated industries in the United States, our ability to effectively self-regulate in areas like advertising earns us the trust of the public, regulators, and policymakers. And, most importantly, it allows us to deliver against one of our core principles: responsible gaming.”