The Responsible Online Gaming Association (ROGA) has launched a voluntary Marketing and Advertising Code covering how its members market regulated online gaming.
The Code has been adopted by all ROGA members and sets standards for how operators communicate with customers across marketing channels.
The framework covers four areas, namely legal age protections, message content, digital marketing and responsible gaming.
Under the Code, operators must avoid marketing designed to appeal to minors and advertise only on platforms where at least 75% of the audience is expected to be of legal age or older. Marketing is also prohibited on college campuses and cannot feature endorsements from underage collegiate athletes.
Operators must accurately represent odds and outcomes, clearly disclose promotional terms, and avoid claims such as “risk-free” that could portray gaming as a financial strategy rather than entertainment.
For digital marketing, influencer partnerships must involve individuals of legal age and clearly disclose paid relationships. Operators must also follow their own responsible gaming marketing guidelines.
The Code requires members to provide responsible gaming resources, allow customers to restrict or revoke access to gaming services, and avoid targeting individuals identified as having responsible gaming concerns.
ROGA Executive Director Dr Jennifer Shatley said the standards are designed to keep pace with changes in technology, digital platforms, and consumer engagement.
“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,” Shatley stated.
“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 Marketing and Advertising Code will form part of ROGA’s forthcoming independent Certification Program. Compliance with the Code will be assessed as part of operators’ efforts to obtain and maintain certification.
“The Responsible Online Gaming Association’s Marketing and Advertising Code reflects the standards and practices that have long guided how we market our business,” added 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.”
Access the full Marketing and Advertising Code here.
Original article: https://www.yogonet.com/international/news/2026/08/20/125996-responsible-online-gaming-association-launches-marketing-and-advertising-code
