MA Now Requires Sportsbook Ads Have Specific Responsible Gambling Info

The Massachusetts Gaming Commission (MGC) made a decision in a public meeting on Monday morning to disallow affiliate marketers from engaging in revenue sharing agreements with sports betting operators.

When the exemption from a ban on all forms of affiliate marketing agreements expires, the decision will come into effect on April 14.

In addition to approving responsible gambling messaging in all advertising mediums within Massachusetts, including billboards, the five-person commission also made decisions regarding the 1-800 number for problem gambling and the optimization of gambling addiction resources.

After being active for more than two weeks, online sports betting in Massachusetts faced criticism for not adequately protecting local consumers from sports betting advertisements. As a result, on Monday, the MGC made decisions in response to this backlash.

MGC facing criticism on sports betting ads

According to an editorial published in the Boston Globe on Monday, doubts have been raised about the Massachusetts Gaming Commission’s commitment to fully safeguarding consumer interests.

According to the paper, MA Attorney General Andrea Campbell has directed her office to encourage the MGC to adopt a more stringent approach towards sports betting operators and their advertising techniques.

According to the Globe editorial, it is crucial to bear in mind that the primary focus of the sports betting industry, as this state adapts to the new landscape, is to maximize profits. Their strategy involves promoting betting among individuals, irrespective of their financial capacity to bear potential losses.

Problem gambling messaging formalized

The commissioners unanimously voted 5-0 in favor of mandating that all print or digital messaging must include explicit responsible gambling messaging.

Advertisers are obligated to feature the hotline number 1-800-327-5050, which is operated by trained professionals in gambling services as per guidelines set by the Department of Public Health. Moreover, they must provide access to the gambling self-exclusion program whenever feasible.

In order to promote responsible gaming, Mark Vander Linden, the Director of Research and Responsible Gaming for MGC, recommended incorporating the GameSense logo, the 1-800 number, and the phrase “Play it Smart from the Start” into all advertisements.

As stated on the MGC website, GameSense is a progressive responsible gaming initiative aimed at promoting positive behaviors and mindsets among individuals who engage in gambling activities, with the goal of minimizing the potential risks associated with gambling-related issues. In compliance with state regulations, casino operators and sportsbooks are obligated to provide access to certified GameSense professionals for their customers.

Massachusetts Gaming Law May Have Been Breached by 3 FanDuel Ads.

MGC grapples with affiliate marketing models

At the beginning of this month, the MGC made a decision to introduce an exception to its prohibition on all forms of affiliate marketing deals. As per this exception, affiliates are now permitted to establish agreements with sportsbooks, where they can refer customers and receive compensation through either of two methods.

The initial approach is CPA (Cost Per Acquisition), which involves compensating an affiliate for each registered customer they bring to a sportsbook. Another option is revenue sharing, where the sportsbook pays a portion of the bets made by that customer indefinitely.

Under the guidance of chair Cathy Judd-Stein, the MGC members unanimously approved an exemption that will remain in place until late April. However, in a recent vote, the commission unanimously supported regulation 256.01, permitting CPA affiliate activity but strictly prohibiting revenue sharing within Massachusetts.

Stein and the rest of the commissioners debated whether to mandate licensing for either one or both of the affiliate pricing models. However, they ultimately concluded that the current language adequately distinguishes between the affiliate models. The MGC was hesitant to permit sports betting operators to compensate affiliate marketers based on the overall net betting expenses of customers they bring to a sportsbook.

A total of 30 affiliates have submitted applications to conduct business in Massachusetts. Out of these, only five affiliates have stated their intention to adopt or explore revenue sharing models.

For free, 24/7 assistance from a trained specialist, reach out to 1-800-327-5050 or visit www.mahelpline.org/problemgambling if you or someone you care about is facing gambling-related issues.