White Paper: Responsible Gaming Considerations for Gambling Advertising
Introduction
Advertising to sell a product or service is nothing new. However, in recent years advertising practices have become especially pervasive. It’s no longer television commercials, billboards and newspaper ads. Advertising today utilizes user specific data collected through social media and other means to push highly targeted ads through our smart phones and other screens. Like other businesses, the gambling industry uses this information to recruit and retain customers. The recent legalization and expansion of sports wagering has brought this issue into focus because the stiff competition for customers has resulted in increased advertising. On the surface, it appears this is the free market at play, but gambling is not a risk-free activity. Commissioners may wish to consider additional measures to limit and/or contain gambling advertising in Massachusetts by gaming licensees and their parent companies in order to minimize harm, particularly to youth and other vulnerable populations.
This white paper is organized into the following sections:
1) Current Massachusetts statute, regulations, and frameworks related to advertising and marketing.
2) An overview of some relevant research findings.
3) A review of select regulations in the US.
4) Considerations for additional strategies and measures regarding gambling advertising.