The Responsible Online Gaming Association has released a voluntary Marketing and Advertising Code that sets unified standards for how its members market regulated online betting and casino products. Every ROGA member has adopted the code, and it will be built into the association’s independent certification program.
The framework is limited to advertising, marketing and promotions for online gaming platforms and real-money online services. It does not apply to non-gaming brands, offerings or other business activities run by a member or its affiliates, and it remains subject to the laws and advertising rules of the jurisdictions where members operate.
ROGA says the code establishes a benchmark for consumer-facing communications across all marketing channels. Its standards cover legal age, truthful and transparent marketing, digital marketing channels, and influencers and content creators.
Paid partnerships and sponsorships must be disclosed unambiguously and placed prominently in the content or caption, and they must comply with platform-specific tools such as “Partner” or “Paid Partnership” labels. The release says influencers must state the sponsorship clearly enough that the audience understands the relationship.
Compliance will be monitored through the certification process. ROGA said it will provide educational materials to help members communicate and reinforce the code internally, and it will review the standards regularly so they reflect evidence-based research.
The association also said complaints or inquiries can be submitted by email or through its website, with any review handled directly between ROGA and the member concerned. It said it will not circulate advertising plans, media-placement decisions or customer information among members, and that non-compliant material must be withdrawn as soon as reasonably practicable. Repeated failures over accuracy, disclosure or responsible-gaming standards could be referred to the board, which may suspend or revoke certification.
Dr. Jennifer Shatley, ROGA’s executive director, said responsible marketing and advertising needed to be addressed as technology and digital platforms continue to change how people engage with online gaming. She said the code was the result of substantial work over several months and reflected existing research and evolving media and marketing practices rather than any single incident.
Industry leaders at DraftKings, FanDuel and BetMGM backed the move in comments released by ROGA. They described responsible marketing as central to transparency, customer trust and the regulated market, and said the framework would help raise standards across the legal online gaming business.
The rollout also comes as FanDuel has faced fallout from a video solicitation involving Bryce Harper and a related lawsuit over gambling addiction. Shatley told Legal Sports Report the new code was not a direct response to that episode, and said it grew out of longer-term work on responsible marketing.
Operators now have three months to bring their marketing, advertising and promotions into compliance with the code.
