The Illinois Gaming Board (IGB) adopted these new rules in September, marking a notable expansion of restrictions that now also apply to casino and video gaming promotions for the first time.
This update reflects a broader effort to align Illinois with other states, like Massachusetts and Ohio, which have already implemented stringent advertising controls in the gaming sector.
New Advertising Rules Prohibit Misleading Terms
The latest Illinois sports betting regulations explicitly prohibit certain terms and marketing strategies that could mislead consumers or target underage audiences. The IGB has banned operators from using phrases like “free,” “free bet,” or “risk-free” when promoting wagers.
This move mirrors the American Gaming Association’s Responsible Marketing Code update, which had earlier called for a ban on using “risk-free” language. The restriction is intended to prevent bettors from being misled into assuming that there are no risks involved in placing wagers, a misconception that has been increasingly scrutinized by regulators nationwide.
IGB Administrator Marcus D. Fruchter stated,
“The IGB amended the current advertising and marketing rules for sports wagering to include additional safeguards and requirements and also make those rules applicable for the first time to casino gambling and video gaming.”
This expansion highlights Illinois’ determination to create a more uniform regulatory environment across all forms of gaming under its jurisdiction.
Protecting Vulnerable Audiences
Another core aspect of the updated rules focuses on shielding underage and vulnerable populations from being exposed to gambling promotions. The IGB has barred sports betting advertising from venues where the majority of attendees are likely to be under 21, which includes college campuses and college media outlets.
This means betting ads will no longer be found in college newspapers or on university grounds, nor can they depict college or university students. The emphasis is clearly on preventing young adults — who are more susceptible to problem gambling — from being inundated with betting promotions during critical formative years.
Additionally, the IGB’s new rules prohibit the use of gambling operator logos or brands on items such as clothing or toys that could appeal to minors. In line with these protective measures, any form of gambling-related correspondence must also offer a clear “opt-out” option, giving recipients greater control over the marketing communications they receive.
These regulatory changes reflect a growing recognition across the U.S. of the need to curb aggressive gambling advertising. As noted at a North American Gaming Regulators Association conference earlier this year, states like Massachusetts and Ohio were the first to take action by banning “risk-free” promotions and bolstering protections for college-aged audiences.
Illinois has now joined this group, reinforcing a national trend toward stricter advertising regulations.
Nationwide Push for Consistency
Illinois’ move comes at a time when national policymakers are also debating the future of sports betting advertising in the U.S. Last week, U.S. Representatives Paul Tonko and Richard Blumenthal introduced the SAFE Bet Act, a proposal that aims to create national advertising guidelines for the gaming industry.
Among its provisions are the prohibition of “risk-free” language, a ban on deposit bonuses, and limits on advertising during times and in places where children are likely to be in the audience. This push for federal standards indicates a desire for more consistency across state lines, ensuring that all U.S. residents are offered the same protections, regardless of where they live.
While these tighter regulations have garnered support from responsible gambling advocates, they have also faced opposition from industry stakeholders. The American Gaming Association and Nevada’s congressional representative Dina Titus have both criticized the SAFE Bet Act, arguing that such measures could stifle the gaming market’s growth.
Illinois’ recent advertising updates reflect a balance between industry expansion and consumer protection, reinforcing responsible gaming in Illinois while maintaining market vibrancy. As Illinois continues to evolve its regulatory framework, it remains crucial to monitor how these changes impact both the gaming industry’s growth and the welfare of the state’s residents.
