The American Gaming Association (AGA) recently released a new set of self-regulations on advertising and marketing legal sports betting. The new "Responsible Marketing Code for Sports Wagering" was released on the one-year anniversary of the Supreme Court striking down the Professional and Amateur Sports Protection Act (PASPA).

AGA's code, developed in coordination with its members, extends commitments made by individual companies through their own responsible marketing activities and those adhered to by all association members through the Responsible Gaming Code of Conduct. The new code 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 several years, the gaming industry has been committed to driving the illegal market out of business for the benefit of consumers, state and local economies and the integrity of both games and bets," said Bill Miller, president and CEO of the AGA. "The gaming industry has an obligation to extend our decades-long commitment to responsibility to this growing sector, and that's exactly what this effort codifies. We are setting a high bar for sports betting advertising and will continue to ensure that everyone involved in the expansion of legalized sports betting across the country – gaming operators, sports leagues and teams, broadcasters and other businesses – rise to this standard."

Since PASPA was overturned, the breadth of business interests engaged in the sports betting ecosystem has expanded significantly. This code is a part of a continual effort by AGA to discourage illegal gambling, including the for-profit promotion of illegal, offshore operators.