AGA’s marketing code wants to address and make sure certain standards are met when operators create their adverts. This includes a ban on targeting children via cartoon characters and a prohibition on sales pitches that “promote irresponsible or excessive participation in sports wagering.”

The proposal also states sports wagering advertisements should not be placed in media outlets, including social media, nor should they be displayed at an event venue when the audience is expected to be below the legal age for sports wagering.

Sara Slane, AGA’s Senior Vice President of Public Affairs, said: “We want to make sure that is positions us well for the future of gaming. We want to be thought of as ahead of the curve.”

In December, the UK saw the Industry Group for Responsible Gambling (IGRG) announce a voluntary whistle-to-whistle ban on gambling advertisements during sporting events before 9pm. 

Last year, Australia banned all gambling advertisements during live sports between the hours of 5am and 8:30pm, though ESPN were exempted from the law.