AGA weighs in on “burdensome” Maine sportsbook advertising restrictions
Trade body writes to Maine Gambling Control Unit citing industry self-regulation as eliminating need for punitive action
The American Gaming Association (AGA) has railed against “broad and overly burdensome” sports betting advertising restrictions set to be put in place in Maine later this year as part of its regulated launch.
The trade body, which counts some of the biggest operators in the US market among its membership, outlined its opposition in a letter authored by CEO and president Bill Miller to Maine’s Gambling Control Unit (MGCU), which has responsibility for the regulations imposed.
Initially announced in January, Maine’s rules would see any sportsbook advertising offering promotions or bonuses prohibited, as well as outlawing almost all TV advertising, with the exception of those ads which take place during a live broadcast.
The rules would also prohibit professional or Olympic athletes, celebrities, or entertainers from appearing in such advertising.
Urging the MGCU to rollback its proposals, Miller suggested they would “undermine a critical tool” of the licensed sector, while at the same time empowering the black market and limiting the regulated market’s overall success.
“As Maine has recognized, legal sports betting enhances consumer protections and helps promote transparency and game integrity, while also supporting job growth and generating tax revenue,” Miller wrote.
“However, to realize these benefits, it is important to avoid policy decisions that – even if well intended – will ultimately undermine the ability of the regulated marketplace to compete against illegal sportsbook operators,” the AGA CEO added.
Continuing his defence of the legal market, Miller highlighted the “essential” role of advertising in drawing punters away from the illegal market to regulated operators.
“Particularly in new markets, advertising helps to inform the public about which sportsbooks are legal, as well as to ensure customers receive responsible gaming messages,” he noted in the letter.
“Placing broad and overly burdensome restrictions on legal sportsbook advertising will only exacerbate the competitive advantages enjoyed by illegal operators and hamper efforts to effectively draw customers into the regulated market,” Miller added.
Drawing on AGA initiatives including the Have A Game Plan responsible gambling campaign and the AGA’s own voluntary code of conduct on operator advertising as setting a high standard for its membership, the CEO suggested this was already making a difference in reducing problem gambling.
“From the start, our industry’s top priority has been getting sports betting right and that includes advertising,” Miller explained.
“The AGA’s Responsible Marketing Code on Sports Wagering sets a high standard for operators by prohibiting targeting underage and vulnerable populations and mandates the inclusion of responsible gambling resources.
“It also provides a means for any member of the public to file a complaint to ensure compliance with the code.
“Statutory and regulatory restrictions or bans will only impede the ability to inform consumers about the availability of legal sportsbooks and the tenets of responsible gaming, and strengthen the competitive advantage enjoyed by illegal betting operations,” Miller concluded.
The topic du jour in US sports betting regulatory circles, advertising standards are swiftly becoming a pressing issue, with efforts underway at federal level, as well as several states including Massachusetts, Ohio, and Maryland all toying with restrictive standards.