New Voluntary Standards Establish Industry Benchmarks for Consumer Protection, Legal Age Safeguards, and Responsible Messaging
The Responsible Online Gaming Association (ROGA) has officially launched its new Marketing and Advertising Code. Adopted voluntarily by every ROGA member, the Code establishes a unified benchmark designed to govern how the regulated online gaming industry communicates across all marketing channels.
The framework arrives amid rapid evolution across digital platforms and the broader technology sector, ensuring that responsible marketing practices keep pace with changing consumer engagement habits.
Dr. Jennifer Shatley, Executive Director of ROGA, emphasized the necessity of the update:
“Technology, digital platforms, and the ways players engage with online gaming continue to change, and responsible marketing practices must also evolve to meet this moment. By voluntarily aligning around a common, enforceable set of standards, ROGA member operators are demonstrating their commitment to responsible marketing and to strengthening consumer protections across the regulated industry.”
Core Pillars of the New Code
The newly released Code outlines rigorous expectations across four essential operational areas:
- Legal Age Protections: Marketing materials must avoid appealing to minors, restrict advertising to platforms where at least 75 percent of the audience is expected to be of legal age or older, and prohibit appearances on college campuses or endorsements by underage collegiate athletes.
- Message Content Standards: Advertisements must accurately represent odds and outcomes, clearly disclose promotional terms, and refrain from using misleading language, such as “risk-free” claims, that frames gaming as an investment or financial strategy rather than entertainment.
- Digital Marketing Requirements: Influencer collaborations are restricted to individuals of legal age, require clear disclosure of paid relationships, and must adhere to member-established responsible gaming marketing guidelines.
- Responsible Gaming Commitments: Operators must provide accessible responsible gaming resources, empower customers to restrict or revoke their own platform access, and strictly avoid targeting individuals flagged for responsible gaming concerns.
Independent Certification and Industry Support
The Marketing and Advertising Code will function as an integral component of ROGA’s upcoming independent Certification Program, where adherence will be evaluated to determine and maintain operator certification. By incorporating the Code into this evaluation process, ROGA ensures enforceable accountability and consistent implementation across all participating operators.
Leading industry representatives voiced strong backing for the initiative:
- DraftKings: Lori Kalani, Chief Responsible Gaming Officer, stated: “By adopting ROGA’s framework, we’re reinforcing our commitment to responsible marketing and continuing to raise the bar for the legal and regulated online gaming industry.”
- FanDuel: Cory Fox, Senior Vice President of Public Policy and Sustainability, noted: “Establishing a benchmark for responsible marketing across the industry is essential to earning customer trust and strengthening the legal, regulated market.”
- BetMGM: Richard Taylor, Director of Responsible Gambling, added: “The ROGA Marketing and Advertising Code provides a strong framework for doing so responsibly and transparently. BetMGM is proud of this effort and the role it plays in strengthening consumer trust and advancing the regulated marketplace.”
