Stricter rules pertaining to video gaming, casino advertising, and wagering were implemented on September 12 by the Illinois Gaming Board (IGB). The strict guidelines observed in Ohio and Massachusetts, states renowned for their severe restrictions on marketing and advertising, are in line with these new regulations.
New Guidelines for Advertising and Wagering
The IGB’s updated regulations now cover both physical and digital gaming environments. The new guidelines address digital sports betting and its advertising, marking a significant shift from the previous lack of specific rules for casino and video gaming.
IGB CEO Marcus Fruchter explained that the new measures are intended to “include additional safeguards and standards and second, to make the amended rules applicable to casino gaming and video gaming” as well. He noted that the board had reviewed regulations from “comparable jurisdictions” during the drafting process.
Among the major changes, the use of the word “free” in advertising is now prohibited. Operators are banned from claiming that wagering is “free of risk” and cannot use terms like “free,” “cost-free,” or “free of risk” in their promotions. Furthermore, advertising cannot be displayed where attendees are predominantly under 21, and sports betting ads are barred from college campuses and media. Additionally, no gambling-related logos or messages can be used on items appealing to those under 21.
The updated rules also impact casino advertising. The new guidelines require casinos to keep records of all marketing materials and a log of their distribution. Operators must avoid using celebrities or entertainers in their advertising, a restriction already in place for wagering advertisements.
In conjunction with these changes, the IGB renewed the gaming license for Rivers Casino and the master sports wagering license for Hawthorne Race Course. The new rules reflect a broader effort to regulate advertising and marketing practices more rigorously.
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