iGaming Marketing: ROGA Launches New Voluntary Advertising Code for US Operators

The American gambling industry is taking a significant step toward self-regulation. The Responsible Online Gaming Association, or ROGA, has released a new voluntary Marketing and Advertising Code. This framework sets common standards that are binding for all members of the association. The goal is clearly stated: to significantly strengthen consumer protection within the regulated online igaming sector. It is no longer just about running ads but doing so in a way that meets societal expectations for safety and transparency.

The code includes four central pillars that operators must strictly follow. A particular focus is placed on the protection of minors. Operators commit to designing marketing content so that it does not appeal to children or adolescents. A decisive factor here is the placement of advertising. Marketing activities may only be run on platforms where it is ensured that at least 75 percent of the expected audience has reached the legal minimum age for gambling. Furthermore, advertising on the campuses of colleges or universities, as well as the use of underage collegiate athletes as brand ambassadors, is prohibited.

Numbers and facts

ROGA emphasizes that these standards are not merely declarations of intent but represent enforceable requirements. One important aspect concerns the accuracy of representing winning odds. Operators must ensure that odds and potential outcomes are depicted truthfully. A strict ban applies to phrases such as "risk-free." Such terms falsely suggest that gambling is possible without financial loss. The association wants to prevent betting or casino games from being misunderstood as a type of financial strategy for wealth accumulation instead of pure entertainment.

Another modern area of the code is dedicated to digital marketing and influencer partnerships. Influencers collaborating with ROGA members must themselves be of legal age. Additionally, clear disclosure of the paid relationship is mandatory. With this, the association is reacting to the growing importance of social media, where the line between private opinion and paid advertising often blurs. Influencers must also adhere to the specific guidelines for responsible gambling marketing established by the members.

Background

Dr. Jennifer Shatley, Executive Director of ROGA, sees this step as a necessary adaptation to modern times. The way players interact with online offers has changed radically due to technological progress. Advertising formats must keep pace with these changes to avoid jeopardizing player protection.

“Technology, digital platforms, and the ways players engage with online igaming continue to change, and responsible marketing practices must also evolve to meet this moment.” - Jennifer Shatley, Executive Director of ROGA

In addition to content rules, the code also provides for technical barriers. Members must provide their customers with resources for responsible gaming. This includes the possibility for customers to restrict or revoke their own access to the platforms. Particularly important is the instruction to operators to refrain from targeting individuals who have already shown signs of problematic gaming behavior or where there are concerns regarding responsible gaming.

Why it matters for German players

For players in Germany, such international developments are highly interesting as they often serve as models for global standards. In Germany, the market has been very strictly regulated since the State Treaty on Gambling 2021 (GlüStV 2021) came into force. The Joint Gambling Authority of the States (GGL) maintains a whitelist listing all legal providers. German players already benefit from tough rules such as the 1-euro stake limit per spin on virtual slots or the monthly deposit limit of 1,000 euros across all providers.

The central monitoring system LUGAS ensures that these limits are respected and that parallel play with multiple providers is not possible. While the US ROGA code is based on voluntariness, comparable rules in Germany are a legal requirement. German customers should therefore only play at providers with a GGL license, as only there are the strict requirements for player protection and advertising restrictions, as ROGA is now striving for, state-controlled. MGA or Curacao casinos usually do not offer this protection and operate illegally on the German market.

What it means for GGL-licensed casinos

German casinos with a GGL license must already meet very precise advertising requirements. For instance, advertising for online gambling on radio and the internet is partially heavily restricted between 6 a.m. and 9 p.m. The ROGA initiative shows that the global trend is moving toward German standards. The GGL monitors the marketing of licensed companies very closely to ensure that no minors or vulnerable groups are addressed. The exclusion of terms like "risk-free," which ROGA is now demanding, has long been common practice in Germany due to the ban on misleading advertising. Licensed providers face heavy fines or even the withdrawal of their license for violations of these advertising rules.