The Responsible Online Gaming Association (ROGA) has introduced a voluntary Marketing and Advertising Code designed to establish consistent practices for regulated online gaming operators in the United States. Every ROGA member has adopted the framework, which sets expectations for customer-facing marketing across digital and other channels.
Industry Code Focuses On Consumer Safeguards
The code responds to changes in digital platforms and the ways consumers interact with online gaming. It establishes requirements covering marketing aimed at adults, advertising messages, digital promotions and responsible gaming practices.
Marketing cannot contain material intended to appeal to minors. Operators may advertise only on platforms where at least 75% of the expected audience is of legal age or older. The rules also prohibit marketing on college campuses and endorsements involving underage collegiate athletes.
Advertising messages must present odds and outcomes accurately and disclose promotional conditions clearly. The code also rejects descriptions such as “risk-free” when they could portray gaming as a financial strategy instead of entertainment.
Digital campaigns involving influencers must use people who are of legal age. Paid relationships must receive clear disclosure, while participating operators must ensure influencer activity follows their responsible gaming marketing requirements.
Members must also provide customers with responsible gaming resources and allow them to restrict or revoke access. The framework bars operators from directing marketing toward people identified as having responsible gaming concerns.
ROGA Executive Director Dr. Jennifer Shatley said the changing digital environment requires corresponding attention to marketing practices.
“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.”
Certification Will Add Independent Oversight
The Marketing and Advertising Code will form part of ROGA’s forthcoming independent Certification Program. Compliance with the framework will be evaluated when operators seek certification and during its continuation, adding an independent assessment to the voluntary standards.
DraftKings Chief Responsible Gaming Officer Lori Kalani said, “At DraftKings, responsible marketing is fundamental to how we engage with our customers and reflects our commitment to transparency and informed customer choice,” she said. “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 Senior Vice President, Public Policy and Sustainability Cory Fox said, “The Responsible Online Gaming Association’s Marketing and Advertising Code reflects the standards and practices that have long guided how we market our business.”
“Establishing a benchmark for responsible marketing across the industry is essential to earning customer trust and strengthening the legal, regulated market.”
BetMGM Director of Responsible Gambling Richard Taylor said, “Effective marketing is essential to connecting consumers with legal and regulated online gaming operators.”
“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.”
Source:
“ROGA Releases Marketing and Advertising Code Establishing Standards for Responsible Online Gaming Marketing”, responsibleonlinegaming.org, August 18, 2026
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