The American Gaming Association (AGA) reacted strongly after a British study suggested that major US betting operators such as BetMGM, DraftKings, ESPN Bet and FanDuel do not follow responsible gaming guidelines.
The study was carried out by the University of Bristol. It indicates that 74.8% of these companies’ social media posts did not include messages about supporting problem gambling. This is stipulated by the AGA code.
The study analyzed 1,353 posts on platforms such as Facebook, Instagram, TikTok and X. Thus, with an average of 237 posts daily, reaching around 29 million views. The findings indicate that almost three-quarters of these posts “may violate” the AGA’s marketing guidelines.
These guidelines, created in 2019, recommend including visible responsible gaming messages and a helpline number in all ads. However, the code functions as a suggestion, not a legal imposition.
AGA disputes the allegations
In response, the AGA said the study presented an “irresponsible misinterpretation.” According to the association, the operators’ posts are not advertisements, but rather content aimed at increasing brand recognition.
Joe Maloney, senior vice president of the AGA, highlighted that betting operators, like companies in other sectors, share information that does not directly encourage betting.
For Maloney, posts that include sports schedules or facts cannot be considered advertising. He compared the case to the fashion industry, where brands use social media platforms to engage with consumers without directly promoting their products.
Debate on the concept of advertising
The study also raises the debate about what constitutes advertising or not. Raffaello Rossi, professor at the University of Bristol, argues that any publication on social media can be seen as advertising.
However, the AGA disagrees, maintaining that the definition of advertising should be applied differently to content that does not promote specific offers.
While the study highlights that 310 paid advertisements included messages about responsible gambling, the AGA reiterated its satisfaction with operators’ commitment to following the guidelines responsibly.
Maloney stressed that the AGA is “proud” of its members’ practices and the high standard of accountability held by the industry.
Market growth and regulation
Since the Professional and Amateur Sports Protection Act (PASPA) was repealed in 2018, the US gaming market has grown exponentially.
Professor Rossi argues that the growth of the industry has outpaced the evolution of regulation, suggesting the need for federal laws to ensure consistent regulation.
However, Maloney disagrees with this proposal, arguing that federal regulation would harm states’ ability to adapt their policies as their markets evolve.
According to Maloney, the study oversimplifies complex issues and prevents a deeper debate about what should be considered advertising. He stated that the industry needs informed and balanced discussions, rather than studies that misinform the public and make it difficult for stakeholders to engage.
