United States: Marketing Content Rules by State and Industry Code

The AGA Responsible Marketing Code

The AGA's code is voluntary for its members, first adopted in 2019 and last updated on March 28, 2023. Its main content rules:

• Age: "No sports betting message should be designed to appeal primarily to those below 21", and talent must be a "minimum of 21 years old".
• Audience: ads run only where "at least 73.6 percent of the audience is reasonably expected to be 21 years or older".
• College: sportsbooks should not enter name, image and likeness deals with amateur athletes or partner with colleges to promote wagering.
• Risk: "No message should suggest engaging in sports wagering is without risk or utilize 'risk free' language".
• Responsible gaming: "Each message will contain a conspicuous responsible gaming message", and owned sites and social accounts include a reminder of the legal age.

State requirements

Helpline numbers are set state by state, so take the number from the regulator, not from another market's template. Nationally, the National Council on Problem Gambling adopted 1-800-MY-RESET as its National Problem Gambling Helpline number on January 29, 2026, while New Jersey and Michigan rules name 1-800-GAMBLER.

New Jersey's enforcement shows these are not formalities. In an August 2026 order (Action in Lieu of Complaint dated August 5, 2026), the Division of Gaming Enforcement accepted a $251,250 civil penalty and $45,465.38 in disgorgement from Caesars Sportsbook for violations that included N.J.A.C. 13:69C-14.2(b) and (c), the advertising rule, and responsible gaming rules.

To plan sportsbook content around these rules across a full season, see the sportsbook editorial calendar guide.

Checklist for US content

1. Confirm the states where the page will be shown, and apply each state's helpline and wording rules.
2. Remove "risk free" and "guaranteed" framing; describe offers with their actual conditions.
3. Keep imagery and talent clearly adult (21+), and avoid college themes.
4. Put the responsible gaming message in page templates as well as in ads.

Questions

Is the AGA marketing code legally binding?

No. It is a voluntary code for AGA members. State regulations are binding, and several, including New Jersey, Pennsylvania and Ohio, set their own advertising requirements.

Can US sportsbook content say "risk-free bet"?

The AGA code bans risk-free language, New Jersey's 2023 best practices ended risk-free claims unless the patron is fully compensated, and Ohio requires that anything called free or risk-free carries no possible loss. In practice, avoid the phrase.