The Responsible Online Gaming Association (ROGA) has introduced a voluntary Marketing and Advertising Code for all its members operating in regulated US online gaming markets. Announced on 18 August 2026, the code establishes common standards for legal-age protections, promotional content, digital marketing and responsible gaming. Members must comply with the framework within three months of its publication or the activation of their ROGA membership.
Advertising must be reasonably directed towards audiences where at least 75% of viewers are expected to be of legal age.
Marketing cannot target college students, appear on educational campuses or use endorsements from amateur collegiate athletes.
Promotional claims must accurately present odds, outcomes and offer terms, while phrases such as “risk-free” are prohibited.
Influencers must be of legal age, have predominantly legal-age audiences and clearly disclose paid commercial relationships.
Operators must suppress targeted marketing to customers identified through their own responsible gaming protocols.
Compliance will be assessed through ROGA’s forthcoming independent Certification Program.
Under ROGA’s Marketing and Advertising Code, marketing materials must be designed exclusively for audiences that meet the applicable jurisdiction’s legal age. Campaigns must avoid cartoons, youth-oriented visuals and entertainment personalities primarily popular with minors. Individuals featured in advertising must be at least 21 and must not reasonably appear younger.
A limited exception applies to live footage or images of professional athletes under 21 during sporting events on which sports betting is permitted.
Explaining why ROGA adopted common standards now, Executive Director Dr Jennifer Shatley said that:
Responsible marketing practices must also evolve to meet this moment.
She added that an enforceable framework was intended to strengthen consumer protections across the regulated industry.
The 75% audience threshold places responsibility on media-planning and procurement teams before campaigns go live. Members must use commercially reasonable demographic verification, age-targeting and audience-restriction measures when selecting television, digital, streaming and social media inventory.
This preventative model differs from proposals built around wider advertising restrictions. Australia’s latest reform package, for example, would introduce an online wagering advertising opt-out register and tighter inducement controls if it completes the parliamentary process.
ROGA’s standards apply to third parties contracted to promote member brands. Influencers must clearly disclose sponsorships within their content or captions and use relevant platform labels, such as paid-partnership tags. Operators must provide brand-specific instructions covering approved language, campaign framing and responsible gaming expectations.
The framework also makes operators responsible for maintaining policies, training and educational resources for staff. Agencies and affiliates will therefore need approval processes capable of documenting audience data, promotional disclosures and the wording used across each campaign.
The emphasis on third-party accountability coincides with government reviews of broader gambling promotion restrictions. The UK is considering criminal penalties for facilitating sponsorships involving unlicensed betting operators, while ROGA’s framework focuses on common conduct standards for participating regulated operators.
ROGA said adherence will be monitored through its forthcoming independent Certification Program. Non-compliant material must be withdrawn as soon as reasonably practicable following a substantiated finding. Repeated failures concerning accuracy, disclosure or responsible gaming may be referred to ROGA’s board, with potential consequences including the suspension or revocation of certification.
The code also requires operators to provide responsible gaming resources, offer mechanisms for customers to restrict or revoke access and maintain clear marketing opt-outs. Members must not increase or direct marketing, including AI-assisted communications, towards customers flagged under their own responsible gaming procedures until the relevant restriction or review has been resolved.
ROGA’s official launch announcement presents the code as an enforceable commitment among members rather than a statutory US advertising regime. This distinction is significant as other jurisdictions consider stricter measures, including the Dutch government’s proposed ban on online gambling advertising and player bonuses.
ROGA members must now focus on implementation. Marketing, compliance and responsible gaming teams have three months to align campaign approvals, third-party contracts, audience-targeting evidence and customer-suppression controls with the new framework.
