Sports betting is now legal in 22 states, and the District of Columbia, after PASPA was overturned in May 2018, with four in 10 Americans living in states which offer legal sports wagering.

With the expansion of sports betting in the US in a relatively short time, AGA senior director, strategic communications Cait DeBaun, believes responsible advertising, such as the AGA’s responsible marketing code for sports wagering, is essential to make players aware of a market they might be unfamiliar with.

Especially when the majority of sports betting still takes place on offshore sites.

Speaking to Gambling Insider, DeBaun said: “At the AGA, we’re particularly focused on ensuring that the industry’s responsible gaming commitment grows in unison with the extension of legal sports betting.

“It’s tremendous what we’ve seen in terms of growth. More Americans than ever are accessing regulated legal sports betting options.

“Specific to sports betting, in part because it’s a new market in the US, consumers still remain confused about online betting options, who’s a legal sportsbook, who’s not and part of that has to do with the deceptive nature of how offshore operators market themselves.

“If we were to get sports bettors into the legal market, advertising is essential. It’s going to help educate customers about their options in the regulated legal market. That said, we know what can happen when advertising is not regulated, as those familiar with the European market would be aware of.”

“We want to set a standard for the gaming industry, and that means operators and other sports betting advertisers are ensuring they’re meeting the restrictions, outlining the code on target audiences while also including responsible gaming.”