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Most US professional sports leagues, plus media companies Fox and NBCUniversal, formed an alliance to ensure that sports betting advertising is done responsibly and does not target minors.
The Coalition for Responsible Sports Betting Advertising was formed Wednesday, consisting of the National Football League, Major League Baseball, men’s and women’s National Basketball Association, National Hockey League, NASCAR, Major League Soccer, Fox and NBCUniversal.
They described the group as a voluntary alliance to control how sports betting ads, which are always on the airwaves, in print and online, are presented to consumers.
This includes recommendations that “excess” advertising be avoided.
The group’s order follows a move last month by the commercial casino industry through the US national trade association, the American Gaming Association, to use a new responsible sports betting marketing code.
Both efforts recognize the spread of sports betting advertising in the five years since the US Supreme Court cleared the way for any state to offer legal sports wagering.
The legislative threat is apparent
They also have a clear, if undefined, goal: to regulate their own advertising before the government can step in and do it for them.
One New York congressman has introduced legislation that would ban all online and digital sports betting ads, and others are calling for government-enforced regulations on sports betting ads.
“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 throughout the United States,” the group said in a statement to participants.
“Each member of the coalition feels responsible for ensuring that sports betting advertising is not only targeted to the appropriate audience, but also that the message has been thoughtfully created and carefully sent.”
David Schwartz, a historian of gambling at the University of Nevada Las Vegas, said the prospect for government control of sports betting advertising is uncertain.
“I can see how it’s in the interest of the league and the operators to avoid official federal oversight,” he said.
“Advertising is an area that not only touches the customer, but the general public. So, it may have more visibility than the right business to take a bet. It is understandable that those involved want to get out in front of this.”
Concerns about ad frequency
Speaking at a gambling industry forum in Atlantic City, West Virginia State Delegate Shawn Fluharty said there is a definite concern among state legislators over the frequency of sports betting ads.
“If you’re talking to people out there, they’re probably a little tired of seeing Jamie Foxx on TV,” he said, referring to the actor’s many broadcast ads for BetMGM Sportsbook.
He said the coalition is a good idea that also shows that the league recognizes there is cause for concern about the possibility of government intervention in sports betting advertising.
The group has several core principles, including that sports betting should be marketed only to adults of legal betting age; that advertising should not promote irresponsible or excessive gambling; they must be in good taste and not misleading; and that publishers of sports betting ads should have strong internal reviews and should take seriously complaints from consumers about such ads.
Kenny Gersh, executive vice president of media and business development for MLB, called the group “another important step for our industry as legal sports betting continues to grow.”
Sports betting is currently legal in 33 US states, plus Washington, DC
“When providing new fans engagement opportunities to enjoy our sport in another way, we must continue to be mindful and deliberate with how these sports betting options are presented and for whom they are directed,” said Gersh.
“Layering the work of this coalition in the advertising arena on top of efforts to promote responsible gambling and solve challenging gambling problems will lead to more prudent planning and implementation on the board.”
David Highhill, general manager of sports betting for the NFL, said the league recognizes advertising as an important component of responsible behavior.
“Legalized sports betting offers fans another way to participate with their favorite sports, but just as we must support the prevention of problem gambling and resources, we must also keep in mind how sports betting is presented and advertised to consumers, and this coalition must really help in that cause. ,” he said.
Mike Mulvihill, executive vice president with Fox Sports, said: “We are committed to providing fans with responsibility and ethical engagement with sports betting, keeping the integrity of the game and broadcasting at home at all times.”
Keith Whyte, executive director of the US National Council on Problem Gambling, praised the group for “taking steps to lead the industry in proactive changes to protect consumers.”
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