United States
There is no federal advertising regime — each state that has legalised sports betting sets its own rules. The AGA's Responsible Marketing Code (updated 2023) bars 'risk-free' language, requires 21+ models/influencers, a ≥73.6% adult audience, and prohibits college-athlete (NIL) and campus advertising.
Defining rule
State-by-state rules; industry self-regulation (AGA code): 21+ only, no 'risk-free' language, responsible-gaming messaging, no college/campus advertising
Key facts
StatusPermitted with restrictions
RegulatorState gaming regulators (per state) + AGA voluntary Responsible Marketing Code (industry self-regulation)
Required RG message1-800-GAMBLER (National Problem Gambling Helpline) + '21+'; conspicuous responsible-gaming messaging (mandated in many states)
Fragmented rulesNo single federal ad code; requirements vary by state (e.g. IL, MA, NJ, NY, NC)
Audience/ageAGA code: all models/influencers must be 21+; place ads only where ≥73.6% of audience is 21+
'Risk-free''Risk-free' bet language prohibited (AGA 2023 update; several states also ban it)
HelplineNational Problem Gambling Helpline 1-800-GAMBLER commonly mandated in ads
Sources
Not legal advice. Gambling-advertising law changes quickly and penalties can be severe — confirm the current position in United States with the regulator and qualified counsel before running anything.