(PRESS RELEASE) -- The Responsible Online Gaming Association announced that it has released its Marketing and Advertising Code, which represents a commitment by ROGA’s members to uphold a set of consistent marketing standards that advance consumer protection.
The voluntary Code has been adopted by every ROGA member and establishes a benchmark for how the regulated online gaming industry should communicate with its customers across all marketing channels.
The launch of the Code coincides with an ongoing evolution in digital platforms, consumer engagement and the wider technology sector, allowing ROGA members to keep pace with today’s changeable digital environment.
Dr. Jennifer Shatley, Executive Director of ROGA, said, "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.”
The Code outlines expectations across four key areas, including:
- Legal Age Protections: Marketing must avoid content designed to appeal to minors, run only on platforms where at least 75 percent of the audience is expected to be legal age or older, and cannot appear on college campuses or feature underage collegiate athlete endorsements.
- Message Content Standards: Marketing must accurately represent odds and outcomes, clearly disclose promotional terms, and avoid language — including "risk-free" claims — that frames gaming as a financial strategy rather than entertainment.
- Digital Marketing Requirements: Influencer partnerships must involve only individuals of legal age, clearly disclose paid relationships, and adhere to member-established responsible gaming marketing guidelines.
- Responsible Gaming Commitments: Members must provide responsible gaming resources, give customers the ability to restrict or revoke their own access, and refrain from targeting individuals identified for responsible gaming concerns.
The Marketing and Advertising Code is part of ROGA's forthcoming independent Certification Program, where adherence will be assessed as part of achieving and maintaining certification. By incorporating the Code into the Certification Program, ROGA is reinforcing accountability through independent evaluation while supporting consistent implementation across participating operators.
"At DraftKings, responsible marketing is fundamental to how we engage with our customers and reflects our commitment to transparency and informed customer choice," said Lori Kalani, Chief Responsible Gaming Officer at DraftKings. "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."
“The Responsible Online Gaming Association’s Marketing and Advertising Code reflects the standards and practices that have long guided how we market our business,” said Cory Fox, Senior Vice President, Public Policy and Sustainability, FanDuel. “Establishing a benchmark for responsible marketing across the industry is essential to earning customer trust and strengthening the legal, regulated market.”
“Effective marketing is essential to connecting consumers with legal and regulated online gaming operators," said Richard Taylor, Director of Responsible Gambling at BetMGM. "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."