In a significant move to reinforce responsible gambling practices, the Illinois Gaming Board (IGB) has rolled out a comprehensive set of advertising and marketing rules that apply uniformly across the state’s casino, video gaming, and sports wagering industries. Among the most impactful changes is a statewide ban on gambling ads appearing on college campuses or university-affiliated media outlets.
This newly adopted regulatory framework builds upon previous restrictions. The updated rules are now in effect following approval from the Illinois General Assembly’s Joint Committee on Administrative Rules (JCAR).
New Measures to Support Safer Advertising Standards
IGB Administrator Marcus D. Fruchter emphasized the significance of the changes, stating: “By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits. These regulations provide for clear, consistent, ethical, and transparent advertising and marketing guidelines for all casino, video gaming, and sports wagering operations under IGB jurisdiction.”
The rule revisions were spurred in part by an assessment of advertising standards introduced with the legalization of sports betting in 2020. Upon review, the IGB concluded that these standards should also apply to casino and video gaming sectors, and further enhancements were necessary to close existing gaps.
Advertising Now Off Limits at Colleges and Universities
A cornerstone of the updated rules is the prohibition of gambling-related advertisements and promotions on any property or in any media connected to colleges or universities. This includes digital and print channels such as school newspapers, radio and TV broadcasts, as well as athletic venues used primarily for collegiate events. Ads are also banned from depicting university campuses, students, or educational settings in any form.
These rules impact a broad swath of institutions—Illinois is home to 249 colleges and universities, including 63 public and 186 private institutions, based on data from the 2023–24 academic year.
Expanded Responsibilities for Operators
Under the revised regulations, gambling operators must now:
- Keep thorough records of all marketing and advertising campaigns, including when and where materials were published or distributed.
- Include messaging related to problem gambling in every promotional material, as defined by the Illinois Department of Human Services.
- Provide users with clear options to unsubscribe or opt out from marketing communications and act on these requests promptly.
- Refrain from compensating third parties based on the number or outcome of bets when outsourcing advertising efforts.
These requirements aim to foster ethical marketing practices while allowing patrons greater control over how they engage with gambling content.
Illinois Gambling Market Continues to Evolve
The IGB currently oversees a diverse gambling ecosystem within the state, which includes 17 land-based casinos, nearly 9,000 licensed video gaming establishments, and 14 operational sportsbooks. In addition to advertising regulations, the state implemented a new wagering tax on July 1, charging online sportsbooks 25 cents per bet for the first 20 million wagers and 50 cents for each subsequent one per fiscal year.
With this enhanced regulatory approach, Illinois continues to refine its gambling environment by balancing industry growth with the need for public protection.
Source:
“Gaming Board Announces Enhanced, Uniformed Advertising Rules for Casinos, Video Gaming and Sports Wagering”, illinois.gov, Aug 4, 2025
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