Illinois Updates Rules on Casino and Sportsbook Ads: More Strict

Illinois is tightening the rules around how gambling operators advertise, with a new set of regulations now in place for casinos, sportsbooks, and video gaming providers. The Illinois Gaming Board (IGB) rolled out these updates Monday, aiming to cut down on irresponsible gambling promotion and shield young adults, especially college students, from exposure.

Good to know

• Ads are now banned across all college campuses and student-run media outlets.
• Operators must keep logs of every ad they run, when and where.
• Opt-out options for gambling promos are now mandatory.

IGB Administrator Marcus D. Fruchter explained the purpose behind the changes. “By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits,” he said.

The board’s decision stems from a review of its existing 2020 sports betting rules. After examining them, the IGB decided similar standards should apply to all forms of gambling in the state—casinos, video gaming, and sports wagering included. That move aligns with the broader push to make gambling safer, more transparent, and harder to market irresponsibly.

At the center of the new rules is a ban on advertising anywhere connected to colleges and universities. That means operators can no longer run promos on campuses, in student newspapers, on college radio stations, or in sports venues mainly used for school events. They’re also barred from using college students, campus imagery, or school branding in ads.

Beyond that, the IGB now requires all operators to:

• Track and retain all marketing materials, along with timestamps showing when and how those materials were shared.
• Let users unsubscribe from gambling-related promos easily—and ensure those requests are honored promptly.
• Avoid third-party marketing deals where pay depends on the number or outcome of bets.
• Include clearly visible responsible gambling messaging in every ad, as outlined by the Illinois Department of Human Services.

The IGB oversees a vast gambling market across the state. Illinois currently has 17 casinos, nearly 9,000 video gaming venues, and 14 licensed sportsbooks. That’s a wide net—and the new rules apply across the board.

The state is home to 249 colleges and universities, including 63 public and 186 private institutions, making the ad ban on campuses especially impactful. Gambling exposure among students has been a rising concern nationally, and Illinois now joins the list of states taking direct action to limit that risk.

The overall message is clear: operators can still advertise—but only within tighter boundaries that respect vulnerable groups and promote responsible play.

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