The Coalition for Responsible Sports Betting Advertising was formed in the US by a number of sports leagues and entities.

So far, the National Football League (NFL), Major League Baseball, NASCAR, Major League Soccer, Women's National Basketball Association, National Basketball Association, National Hockey League, Fox and NBCUniversal have made the commitment to create safer advertising.

The coalition is founded on six key principles of sports betting advertising, each of them developed to protect consumers and the public in general.

The campaigns should only be marketed towards adults, should not promote irresponsible gambling or mislead and the adverts should be in good taste.

Also, publishers should have an internal review process for the adverts including a consumer complaints process.

To support this, the Coalition will establish an appropriate level of training for relevant employees regarding sports betting advertising policies.

A joint statement from the Coalition for Responsible Sports Betting Advertising said: "As the legalisation of sports betting spreads nationwide, we feel it is critical to establish guardrails around how sports betting should be advertised to consumers across the US.

“Each member of the coalition feels a responsibility to ensure sports betting advertising is not only targeted to an appropriate audience, but also that the message is thoughtfully crafted and carefully delivered."

David Highhill, General Manager of sports betting NFL, said: "We’re proud to join these prominent sports industry stakeholders in this important effort.

“Legalized sports betting offers fans another way to engage with their favorite sports, but just as we must support problem gambling prevention and resourcing, we must also remain mindful of how sports betting is presented and advertised to consumers, and this coalition should greatly aid in that cause."