ROGA Releases Marketing and Advertising Code For Responsible Gaming
Jesse M. Cox Published 26/08/2026
The Responsible Online Gaming Association (ROGA) has released a marketing and advertising code that establishes standards for responsible online gaming marketing. ROGA's Marketing and Advertising Code is designed to create a framework for responsible marketing practices in the U.S. online gaming industry. The code represents a commitment by ROGA members to uphold a set of consistent marketing standards that advance consumer protection.
The voluntary Code has been adopted by every ROGA member and establishes a benchmark for how the regulated online gaming industry should communicate with its customers across all marketing channels. ROGA members include Bally's, bet365, BetMGM, DraftKings, Fanatics, FanDuel, Hard Rock Digital, and PENN Entertainment.
ROGA seeks to keep pace with the changing digital gambling industry
The launch of the new ROGA codes coincides with the continuing evolution in digital platforms, consumer engagement, and the wider technology sector. It's designed to allow ROGA members to keep pace with today’s changing digital environment.
"Technology, digital platforms, and the ways players engage with online gaming continue to change, and responsible marketing practices must also evolve to meet this moment," Dr. Jennifer Shatley, Executive Director of ROGA, said in a statement. "By voluntarily aligning around a common, enforceable set of standards, ROGA member operators are demonstrating their commitment to responsible marketing and to strengthening consumer protections across the regulated industry.”
Four distinct benchmarks form the new responsible gambling code
The new code consists of four distinct areas. ROGA views these as the benchmarks of their system. They include legal age protections, message control standards, digital marketing requirements, and responsible gaming commitments.
Online gambling companies must avoid content designed to appeal to minors. Ads and marketing campaigns should only be running on platforms where the expectation is at least 75 percent of the audience will be of legal age or older. They cannot appear on college campuses or feature underage collegiate athlete endorsements.
Gambling site marketing efforts must accurately represent odds and outcomes, clearly disclose promotional terms, and avoid language that frames gaming as a financial strategy rather than entertainment. This would include using such terminology as "risk-free" bets. Any influencer partnerships must involve only individuals of legal age. These campaigns should clearly disclose paid relationships and adhere to member-established responsible gaming marketing guidelines.
Creating safeguards for customers should be the responsibility of the gambling organizations. ROGA members must provide responsible gaming resources and give customers the ability to restrict or revoke their own access. They should refrain from targeting individuals identified for responsible gaming concerns.
Betting sites are supportive of ROGA's work
Online betting sites don't need to partake in ROGA's responsible gambling courses. Participation in the organization's certification courses is voluntary. By incorporating the new code into its certification program, ROGA is seeking to reinforce accountability through independent evaluation. It's also supporting consistent implementation across participating operators.
All eight betting sites that hold membership are the main players in the US online gambling industry. And they're being outspoken in supporting the cause.
“The Responsible Online Gaming Association’s Marketing and Advertising Code reflects the standards and practices that have long guided how we market our business,” said Cory Fox, Senior Vice President, Public Policy and Sustainability for FanDuel, in a statement.
Lori Kalani, Chief Responsible Gaming Officer at DraftKings, echoed those sentiments. "By adopting ROGA’s framework, we’re reinforcing our commitment to responsible marketing and continuing to raise the bar for the legal and regulated online gaming industry," Kalani said.
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