AGA recommends streamlining responsible gambling resources

The American Gaming Association (AGA) is recommending a streamlined approach to responsible gambling measures as part of its ongoing efforts to safeguard potential problem gamblers.

In its latest policy statement, the AGA notes how messaging for problem gaming resources can be difficult to interpret at times. To help address that, the gaming advocacy group is encouraging streamlined requirements for national advertising campaigns.

“Problem gambling helplines are a vital resource for those in need of help,” said AGA VP of government relations and gaming policy counsel Jessica Feil.

“Unfortunately, lengthy lists of state-specific helplines on national advertisements create barriers for those seeking help when we should be making these critical resources easily accessible.”

A typical ad read for an online sportsbook always concludes with a list of helplines for potential problem gamblers to utilize.

However, those lists can often be a combination of confusing and overwhelming depending on the number of states in which the sportsbook is operational, as each state has its own helpline.

That can result in diminished awareness and lead to customer confusion in instances where customers are betting in a state they don’t reside in.

It can also make the process seem more onerous than it should be, particularly if lower-friction and easier-to-access resources – such as text messaging and chat support – are available. Hence the AGA’s recommendation of the creation of a specific helpline to pair with ads running nationally.

“This approach – allowing the use of a national helpline in national advertising – is the most effective way to protect players,” said Feil.

“We believe there shouldn’t be obstacles to help for those who need it, and a modernization of the helpline system for national advertising is a good place to start.”