The Responsible Online Gaming Association (ROGA) has introduced a voluntary Marketing and Advertising Code covering how its members promote regulated online gaming.

The Code has been adopted by all ROGA members and establishes standards for operators to communicate with customers via marketing channels.

The framework encompasses four areas, including legal age protections, message content, digital marketing, and responsible gaming.

Operators must refrain from marketing tactics aimed at minors and advertise only on platforms where at least 75% of the audience is of legal age or older. Marketing on college campuses and featuring endorsements from underage collegiate athletes is prohibited.

Operators must provide accurate odds and outcomes, clearly disclose promotional terms, and avoid using claims like “risk-free” that could mislead consumers into viewing 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 adhere to their responsible gaming marketing guidelines.

The Code mandates members to offer responsible gaming resources, permit customers to restrict or revoke access to gaming services, and avoid targeting individuals with known responsible gaming issues.

ROGA’s Executive Director, Dr. Jennifer Shatley, stated that these standards are designed to keep pace with changes in technology, digital platforms, and consumer engagement.

“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 be part of ROGA’s upcoming independent Certification Program. Compliance with the Code will be evaluated as operators strive to obtain and maintain certification.

Access the full Marketing and Advertising Code here.



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