U.S. casinos on Tuesday agreed to a code of conduct for responsible marketing of sports betting, a year after a pivotal court ruling paved the way for a new country-wide legal sports wagering market.
The code calls for members of the American Gaming Association, a casino industry group, to advertise sports betting products only to adults.
That means no cartoon characters, music or entertainers that appeal primarily to kids. It also bars ads placed in media outlets and venues where most of the audience is expected to be below the legal sports wagering age, which is usually 18 to 21 years old depending on the state.
The new U.S. sports betting market is a huge opportunity for media companies, leagues and teams to cash in on sportsbook operators’ need to reach betters through advertising and marketing.
Those operators include William Hill PLC, FanDuel Group, a unit of Paddy Power Betfair PLC, DraftKings, MGM Resorts International, Caesars Entertainment Corp, tribal casinos and many others.