Illinois Gaming Board Adopts Stricter Advertising Rules for Sports Betting and Casinos

The Illinois Gaming Board (IGB) has introduced new, stringent advertising and marketing rules covering sports betting, casinos, and video gaming. These updates, announced during the Board’s recent meeting, aim to protect vulnerable groups, such as minors and individuals at risk of gambling-related harm, while ensuring consistency across all gaming sectors in Illinois.

New Rules for Advertising and Marketing in Illinois Gaming

In a move that aligns Illinois with states like Massachusetts and Ohio — both known for their strict gambling regulations—the IGB adopted a set of new guidelines. These guidelines impose several restrictions on the language and placement of gambling ments, aiming to provide additional safeguards for consumers.

IGB Marcus D. Fruchter stated,“As part of the IGB’s ongoing work to reassess existing rules and measure the effectiveness of gaming expansion implementation, the IGB amended the current advertising and marketing rules for sports wagering to include additional safeguards and requirements and also make those rules applicable for the first time to casino gambling and video gaming.”

One significant change is the prohibition of such as “free,” “cost-free,” or “free of risk” in advertising. Operators are now required to avoid promoting wagering as risk-free, ensuring more transparent advertising to players. Additionally, gambling ments are no longer permitted in venues or on media where most of the audience is likely to be under the age of 21, such as college campuses or student-targeted outlets. Depictions of college students or settings in gambling ments are also banned.

The newly adopted advertising rules in Illinois, which were initially specific to sports betting, now also apply to casino and video gaming. This expansion reflects the growing regulatory focus on these sectors, as digital gambling gains traction in Illinois. According to Fruchter, these guidelines aim to “provide uniform advertising regulation and standards across all Illinois’ gaming markets under IGB jurisdiction.”

In addition to these rules, the IGB has mandated that all gambling operators keep records of their marketing materials, including when and how they are distributed. This added layer of ability is part of the Board’s strategy to ensure compliance and monitor advertising practices more closely.

Moreover, the use of celebrities or entertainers in casino ments has been prohibited, further aligning casino marketing rules with those already in place for sports wagering.

September marks National Responsible Gambling Education Month, and the IGB used the meeting as an opportunity to emphasize its ongoing commitment to promoting responsible gambling. Fruchter emphasized the importance of gaming literacy and consumer education, noting that the IGB is collaborating with a wide range of stakeholders to address problem gambling.

“Responsible gaming encourages players to maintain their gambling at a healthy level and minimize harm to themselves and the community,”Fruchter said.

He added that the Board works with gaming operators, government agencies, addiction specialists, and others to provide resources and services to individuals struggling with gambling addiction. This commitment includes ing individuals without stigmatization or barriers.

For those seeking help, the IGB directs Illinois residents to the Self-Exclusion Program and the Illinois Helpline for Problem Gambling, which can be reached at 800-GAMBLER or by texting GAMB to 833234.

Additional Regulatory Actions by the IGB

In addition to the new advertising rules, the IGB addressed several other regulatory matters during the meeting. Among these actions were the approval of a four-year renewal for the Casino Owners License for Midwest Gaming andEntertainment, which operates Rivers Casino. Additionally, two Level 1 licensees and over 230 Level 2 and Level 3 casino occupational licenses were approved, alongside 172 video gaming locations, 119 terminal handlers, and six technicians.

In the realm of video gaming, the IGB denied 14 video gaming location applicants and issued a final Board Order under Video Gaming Rule 320, along with several non-renewals for specific locations.

Sports wagering license renewals were also a focus of the meeting, with the Board approving the renewal of a Master Sports Wagering license. Additionally, 188 Level 2 and Level 3 sports wagering occupational licenses were renewed.

The IGB’s decision to adopt these new rules comes amid a broader national conversation about the role of advertising in the fast-growing gaming industry. As digital gambling, including sports betting, continues to expand, regulators are increasingly focused on protecting consumers, particularly those who may be more susceptible to the risks of gambling.

By adopting these uniform regulations, Illinois s other states in setting a precedent for responsible advertising and marketing in the gaming sector. Fruchter explained that while drafting the new rules, the Board considered regulatory practices from other jurisdictions to ensure that Illinois’ regulations are aligned with the best practices currently in place across the U.S.

The implementation of these rules represents a critical step in balancing the growth of the gaming industry with the need to protect public health, ensure transparency, and promote responsible gaming behaviors across the state.

Source:

”Illinois Gaming Board Adopts New Advertising and Marketing Rules Among Other Regulatory Measures at September Board Meeting”, illinois.gov, September 12, 2024.