The American Gaming Association (AGA) has criticized a UK study that alleges four of the top US sportsbooks have violated the AGA’s marketing code. The study, conducted by the University of Bristol, claimed that DraftKings, BetMGM, FanDuel, and ESPN Bet published over 1,000 social media posts without including a hotline number or problem gambling support messages.
The study found that out of 1,353 posts on various social media platforms such as X, Facebook, Instagram, and TikTok, 1,012 posts were deemed to potentially breach the AGA’s marketing code. The loophole highlighted by the study is that sportsbooks can promote their brands on social media as long as they do not directly link to real-money sports wagering services.
AGA Senior Vice President Joe Maloney disputed the study’s classification of all social media posts as advertisements, arguing that not all posts should be considered as such. The study’s findings raised concerns about the impact of social media posts on promoting sports betting, particularly among young and vulnerable groups.
The study also suggested policy changes, including more detailed guidance on the AGA’s marketing code and the introduction of federal legislation to regulate betting advertisements consistently. However, Maloney defended the sports betting industry, stating that they adhere to state-based regulations and federal marketing standards.
The AGA’s code, updated in March 2023, requires operator-owned messages on digital media to include responsible gaming messages and toll-free helpline numbers. Maloney maintained that gambling brands focus on engaging content that raises brand awareness without directly promoting sports betting offerings covered by the code.
FanDuel and BetMGM declined to comment on the study, while DraftKings and ESPN Bet did not respond to requests for comment. The debate around regulating sports betting advertisements continues, with calls for stricter oversight to prevent harm to vulnerable individuals and ensure responsible marketing practices in the industry.