The Industry’s New Priority Amid Calls for Advertising Bans

Responsible gambling has emerged as a top priority in 2024 as lawmakers and regulators worldwide tighten controls on gambling advertising. While no U.S. state legislature approved new gambling expansions this year, growing societal concerns have prompted a wave of measures aimed at curbing the potential harms of gambling promotion. These efforts reflect a broader shift toward consumer protection as the industry continues to expand.

The Global Movement for Stricter Advertising Laws

Across the globe, governments are reevaluating the role of gambling advertising in an increasingly digital and connected age. Australia is leading discussions on an outright ban, while similar debates are unfolding in Canada and the U.S. In Ontario, regulations introduced this year now permit the use of celebrities only in responsible gambling campaigns, a compromise aimed at reducing the appeal of gambling to vulnerable groups.

In New York, lawmakers passed a law requiring all gambling advertisements to include addiction warnings and hotline numbers, while Illinois took steps to restrict the use of terms like “free” and to ban gambling promotions on college campuses and youth-targeted merchandise. Ohio regulators implemented an innovative rule that prohibits gambling promotions during unrelated consumer transactions, ensuring that promotional strategies don’t inadvertently target younger audiences. While many advocate for stricter controls, outright advertising bans remain a contentious topic. Proponents argue that such bans are necessary to protect vulnerable populations, especially youth, from being enticed into gambling. Critics, however, caution against the unintended consequences of banning legal advertising, which could drive consumers toward illegal operators.

Cathy Judd-Stein, former chair of the Massachusetts Gaming Commission, highlights the risks of such measures. “An informed, data-based decision is what’s needed now,” she says, warning that a ban could leave the illegal market free to advertise without oversight. Lobbyist Bill Pascrell III shares this sentiment, emphasizing the importance of using advertising to promote responsible gambling. “You won’t have anything on the airwaves to show where to go for help with gambling addiction,” he explains, underlining the potential pitfalls of a blanket ban.

Massachusetts has become a model for responsible gambling practices. Since legalizing wagering in 2022, the state has implemented some of the strictest regulations in the U.S. Operators are required to submit annual responsible gaming plans, and legislative research informs ongoing regulatory updates.

According to Judd-Stein, Massachusetts' early focus on responsible gambling has set a high bar for other jurisdictions. “We were well-positioned to prioritize responsible gambling,” she explains, crediting lawmakers for creating a framework that prioritizes consumer protection and accountability. Globally, regulators are finding creative ways to balance consumer protection with industry growth. Ireland’s Advertising Standards Authority has introduced guidelines to discourage socially irresponsible gambling promotions, while the U.K. is testing affordability checks to prevent excessive gambling. These tailored approaches aim to reduce harm while preserving the integrity of regulated markets.

Ontario’s recent changes, which restrict the use of celebrities in advertising unless tied to responsible gambling, reflect a growing trend toward middle-ground solutions. By targeting specific elements of advertising rather than banning it outright, regulators hope to mitigate harm without stifling the legal industry.

An informed, data-based decision is what’s needed now.

Looking Ahead: The Future of Responsible Gambling

As the gambling industry grows, the focus on responsible practices is expected to intensify. Stricter regulations on advertising and promotion, coupled with education and support initiatives, are becoming essential tools for reducing gambling-related harm. Policymakers and industry leaders must continue working together to create a framework that protects consumers while fostering a sustainable market.

By adopting a proactive and balanced approach, jurisdictions can ensure that gambling remains a regulated and ethical form of entertainment, meeting the needs of players and the broader community alike.