ROGA Adopts Marketing Code Covering Eight US Gambling Operators
The Responsible Online Gaming Association (ROGA) announced on August 18, 2026 that it has released a Marketing and Advertising Code, adopted by all eight of its member operators.
The voluntary code sets common standards for how the companies and the affiliates, agencies, influencers and brand ambassadors that market on their behalf can promote real-money online sports betting and iGaming, and takes effect within three months of publication.
Members Cover 90% Of Legal Sports Betting
ROGA's members are bet365, BetMGM, Bally's, DraftKings, Fanatics Betting and Gaming, FanDuel, Hard Rock Digital and Penn Entertainment, a group the association says represents about 90% of legal US sports betting handle.
Dr. Jennifer Shatley, ROGA's executive director, said: "By voluntarily aligning around a common, enforceable set of standards, ROGA member operators are demonstrating their commitment to responsible marketing and to strengthening consumer protections across the regulated industry."
The code requires marketing to run only on platforms where at least 75% of the audience is expected to be of legal gambling age, and bars cartoon characters, youth-focused imagery or personalities primarily popular with minors.
People appearing in ads must be at least 21 and must not reasonably appear younger. Advertising on college campuses and partnerships with amateur collegiate athletes are also prohibited, with a limited exception for responsible gambling education and alumni or charitable activity.
Rules Target Risk-Free Claims
The content standards bar language that presents gambling as a financial strategy or an easy way to win, along with "risk-free" claims, loss-chasing messages and promotions that omit material terms.
Marketing must accurately describe odds and potential outcomes, and operators must give customers a clear way to opt out of future marketing.
Influencers must be of legal age, and members must make reasonable efforts to work only with creators whose audiences are at least 75% legal age, with paid relationships plainly disclosed in the content itself.
The code also bars members from increasing marketing to customers already identified through their own responsible gambling procedures, a restriction that explicitly extends to AI-assisted communications.
Code Feeds Into Forthcoming Programme
ROGA said compliance will be assessed through its forthcoming certification programme, developed with the Responsible Gambling Council. Substantiated non-compliant material must be withdrawn, and repeated failures can lead to suspension or loss of certification.
The association has also selected LexisNexis Risk Solutions to build a multi-state self-exclusion clearinghouse, and has partnered with BetBlocker to promote free software that restricts access to gambling websites and apps.
The code also requires members to provide responsible gambling resources on their websites and apps, and to give customers the ability to restrict or revoke their own access to gambling products, VIP benefits, promotions, payment options and direct marketing.
Casino Games Hub
ROGA's Know Your Play campaign, referenced in its release, focuses specifically on responsible gambling and financial literacy among college-aged adults.
DraftKings' chief responsible gaming officer Lori Kalani said responsible marketing was "fundamental to how we engage with our customers," while BetMGM's Richard Taylor called the code "a strong framework" for connecting consumers with regulated operators.
The code lands as gambling advertising volumes around major US sport draw continued scrutiny, with operators promoting their own products under growing public attention.
