Leagues, TV Networks Form Coalition For Responsible Sports Betting Advertising

Written By Giovanni Shorter on April 20, 2023 - Last Updated on April 25, 2023
sports betting advertising

The Coalition for Responsible Sports Betting Advertising is a newly formed group consisting of sports leagues and media entities. The aim is to have safe and proper practices for sports betting ads surrounding the sports betting industry. Members include the NFL, MLS, NHL, NBA, WNBA, FOX, and NBC Universal. Joining the ranks is the MLB, which recently announced its addition.

This continues the overarching trend of the responsible sports gambling push sweeping the nation. Together with the coalition, the MLB says it hopes to maintain proper betting advertising strategy and decorum.

MLB Pushes For Responsible Gaming Practices

The group was founded just this week and comes a month after the American Gaming Association (AGA) updated its sports betting marketing code. Several of the new requirements by the AGA have also been adopted by the coalition.

“As the legalization of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the United States,” read a Joint statement from the coalition. “Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience, but also that the message is thoughtfully crafted and carefully delivered.”

The coalition wants to follow six principles when it comes to sports betting ads. These principles will be the focus of all sports betting marketing strategies involving the major American sports leagues and two TV networks going forward. This is a voluntary organization and leagues involved are attempting to show they are concerned with combatting problem gambling and predatory marketing.

Coalition for Responsible Sports Betting Advertising Principles:

  • Sports betting should be marketed only to adults of legal betting age
  • Sports betting advertising should not promote irresponsible or excessive gambling or degrade the consumer experience
  • Sports betting advertisements should not be misleading
  • Sports betting advertisements should be in good taste
  • Publishers should have appropriate internal reviews of sports betting advertising
  • Publishers should review consumer complaints pertaining to sports betting advertising

What Does The Coalition Hope To Achieve?

Members of the coalition have stated that the goal is to make sports betting safe for all parties. The growing popularity of legal sports betting has led to a requirement for safety measures to be put in place. They will continue to create new fan engagement opportunities while also being mindful and deliberate with how they are presented.

“We’re proud to join these prominent sports industry stakeholders in this important effort,” said David Highhill, general manager, sports betting. “Legalized sports betting offers fans another way to engage with their favorite sports, but just as we must support problem gambling prevention and resourcing, we must also remain mindful of how sports betting is presented and advertised to consumers, and this coalition should greatly aid in that cause.”

The coalition is already in full effect and all advertising strategies involving the organization will follow the six principles.

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Giovanni Shorter

Giovanni Shorter is a sports enthusiast and writer with a passion for the legal and industry side of the sports betting market. Giovanni got his education from Florida State University where he honed his writing style writing narratives and short stories. He has spent his professional career covering sports and entertainment through articles and blogs and continues to look at the industry from multiple angles.

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