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AGA Say No to Risk-Free Gambling Ad CampaignsBy Shane Addinall Mar 30, 2023 IndustryThe latest update by the AGA to its Responsible Marketing Code tackles the issue of promotional offers that entice punters without fully explaining the requirements of the offer.
One of the cornerstones of any regulated gambling jurisdiction is the protection of players from harmful or predatory operators. In most cases, this comes down to ensuring that when a gambler participates in a promotion or claims a bonus offer, the terms are customer-centric and transparent.
Ensuring that customers understand what they are claiming, what deposit and withdrawal limitations are in place, and how they can best extract the full value of the offer has been a hot topic with regulators around the globe.
Updated Marketing Code Bans Enticement
The US-based AGA has updated its Responsible Marketing Code to exclude a promotional phrase that is considered a high-enticement trigger: risk-free.
AGA President and CEO Bill Miller said:Quote
“Established in 2019, AGA’s Responsible Marketing Code reflects the commitment of our members to set and adhere to a high bar for responsible advertising. Today’s updates advance that commitment and represent our intention to protect consumers and evolve our standards as this nascent market matures.”
The changes to the Code were not done in isolation but were instead a collaborative effort between the AGA and its members to ensure nationwide adoption and compliance.
Building a Better Gambling Market
Speaking on the drive to protect players from gambling harm and work towards a safe and secure market for players and operators, Miller added:Quote
“The AGA and our members are committed to building a sustainable marketplace that protects vulnerable populations and gives consumers knowledge and tools.”
The ban on the use of "risk-free" in promoting offers is not the only change made to the Code. Some of the other changes include the following:
- Adding age restrictions (21+) for any individual featured in sports betting advertising.
- Changing all references to the “legal age of wagering” to 21-plus.
- Formalising an annual process for reviewing and updating the Code.
- Prohibiting sportsbook name, image and likeness deals for amateur and college athletes.
- Prohibiting college partnerships that promote, market, or advertise online betting.
While these changes have been added to the Responsible Marketing Code with immediate effect, operators have until 1 July 2023 to comply with the changes in regulation and update their marketing and promotional campaigns.
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