Illinois to Clamp down on Wagering and Casino Advertising Rules

Advertising and marketing rules for sports betting and casinos could soon change in Illinois. This clamping down on regulation follows a wider national trend where regulators in the US hope to discourage minors and those at risk from getting pulled into wagering too much money at online casinos and through sports betting.

Voting on Stricter Measures around Wagering

On September 12, 2024, the Illinois Gaming Board (IGB) voted on taking stricter measures around wagering, video gaming, and casino advertising. The new guidelines would follow nearly the same formula that Ohio and Massachusetts passed. Those two states already earned a reputation as being strict when it comes to advertising and marketing.

Before this point, the IGB didn't have measures in place around advertising and marketing for online casinos and sportsbooks. On that as well, the board voted that two regulators on the board would introduce a national law that would create gambling advertising guidelines. Right now, the document looks to set up guidelines around digital sports betting and advertising.

What Would the Newe Guidelines Include?

You would see a set of new guidelines meant to safeguard those most at risk, but it would also set new standards for how online gaming is allowed to proceed. The amended rules will apply to casino gaming and video gaming. They would ban the use of the word "Free" in advertising around online gambling. Operators would no longer be allowed to promote gambling as "free of risk." They would also not be able to call it "Cost-free." In addition, they would not allow advertisements at venues where most of the attendees would be under the age of 21.

This new regulation would mean that they could not advertise on Illinois college campuses, and they couldn't publish on college media. They would be banned from college newspapers. Along with that, they could not depict college students in their advertising, and they couldn't put logos on items like toys or clothes intended for those under the age of 21.

Responsible Gambling is the Aim

All of this would be done to create a more responsible gambling environment. An estimated 4% or about 400,000 residents of Illinois struggle with gambling addiction, according to Health Resources in Action (HRiA). Another 700,000 are at risk of developing a gambling addiction, and this is why state regulators thought it appropriate to create more regulation. It creates a safer and more responsible environment.

Conclusion

The IGB has also included a list of how it plans to define advertising and marketing to ensure that the rules are followed. All of the channels would include email, internet advertising, social media, and more. Casinos will also need to be able to show all of their advertising and marketing collateral. Using celebrities and entertainers is also now prohibited, but this was even prohibited before, so it wasn't a new change.

None of this will harm online gambling, but it could create a friendlier and more responsible gambling environment that doesn't encourage gambling addiction.