Pro Sports Leagues Form Responsible Sports Betting Advertising Coalition

Massachusetts residents may soon notice a reduction in problematic sportsbook advertising.

The Coalition for Responsible Sports Betting Advertising was formed through a collaboration between the major North American sporting leagues, NBCUniversal, and FOX. The NFL, NBA, NHL, MLB, WNBA, NASCAR, and MLS all came together to be a part of this coalition.

The objective? To promote responsible gambling, especially in light of the recent legalization of online sports betting in Massachusetts.

What’s the coalition’s goal?

The objective of the Coalition of Responsible Sports Betting Advertising is to guarantee that advertisements exclusively target individuals who are of legal betting age, while refraining from promoting excessive or irresponsible gambling behaviors.

In addition, the coalition is urging publishers to collaborate by conducting internal evaluations of sports gambling advertisements. The Coalition of Responsible Sports Betting is also advocating for the assessment of customer complaints.

Massachusetts is one of the latest states to join the group of 33 states, along with the District of Columbia, that have legalized sports betting. The industry was legalized in January in Massachusetts.

The coalition stated that it is crucial to set guidelines on how sports betting should be promoted to consumers throughout the United States as the legalization of sports betting expands across the country.

Every coalition member bears the responsibility of ensuring that sports betting advertising is not only directed at a suitable audience, but also that the message is conscientiously composed and meticulously conveyed.

Leagues to be ‘mindful’ of sportsbook advertising

Every major sporting league in North America has at least one official sports betting partner. For example, DraftKings and FanDuel are the co-official sports betting partners of the NBA. Similarly, the NFL has agreements with Caesars, DraftKings, and FanDuel.

According to David Highhill, the NFL’s general manager of sports betting, he believes that gambling provides fans with an alternative means to connect and participate with their beloved teams.

In addition to our commitment to supporting problem-gambling prevention and resources, it is essential that we stay aware of the way sports betting is presented and promoted to customers. The formation of this coalition is expected to significantly contribute to this objective.

However, it is a challenging balance to maintain, necessitating careful forethought and preparation.

Kenny Gersh, the Executive VP of Media and Development at MLB, emphasized the importance of “deliberate” actions, echoing Highhill’s statement.

It is important for us to remain cautious and purposeful in the way we present sports betting options and the specific audience we target. By combining the coalition’s efforts in advertising with our initiatives to encourage responsible gambling and tackle problem gambling issues, we can ensure more careful and effective planning and execution in all aspects.

Massachusetts has made changes to its sportsbook advertising policy. The Massachusetts Gaming Commission (MGC) has decided to prohibit affiliate marketers from engaging in revenue sharing agreements with sports betting operators. Furthermore, all types of sportsbook advertising in the state must now incorporate responsible gaming messages, including billboard ads.

MA sportsbooks went all-out in advertisements

Once mobile betting became available in the Bay State, sportsbook operators ensured that potential customers were aware of their business.

The March 14 match between the Boston Celtics and the Houston Rockets serves as a notable illustration. Throughout the game, a total of nine sportsbook commercials were broadcasted. Prior to the game’s commencement, an advertisement for DraftKings Massachusetts showcased the betting odds. Additionally, commercials from DraftKings, FanDuel, and BetMGM were aired during the game.

Various advertisements also featured former Massachusetts sporting legends. FanDuel’s prominent spokesperson is Rob Gronkowski, while DraftKings is represented by David Ortiz, Zdeno Chara, and Brian Scalabrine.

MGC further emphasizes responsible gambling

The website of the commission provides a dedicated section addressing problem gambling. In this section, bettors can access various resources, including a self-assessment tool.

There are numerous resources available for various treatment options. These resources consist of a voluntary self-exclusion program, where individuals can choose to exclude themselves from all Massachusetts gaming establishments. Additionally, a helpline (1-800-327-5050) is provided along with links to the department of public health and outpatient treatment centers.

Massachusetts Offers Responsible Gambling Support

If you or someone you care about is facing gambling-related issues, reach out to a trained specialist for free assistance anytime at 1-800-327-5050 or by visiting www.mahelpline.org/problemgambling. They are available 24/7 to provide support.