ROGA Establishes Voluntary Marketing and Advertising Code Across All Member Operators
TL;DR — ROGA released a voluntary Marketing and Advertising Code adopted by all members, setting standards for age protections, message accuracy, digital promotions, and responsible gaming resources. The code integrates into an independent certification program for compliance verification. This creates a uniform industry benchmark amid evolving digital marketing channels.
SCCG Take — Operators now have a concrete, enforceable framework that supports certification and may preempt tighter regulatory mandates while reinforcing trust in legal markets.
The Responsible Online Gaming Association (ROGA) released its Marketing and Advertising Code, a voluntary framework adopted by every ROGA member. The code creates a consistent benchmark for how regulated online gaming operators communicate with customers across all channels, with the stated goal of advancing consumer protections.
The release aligns with ongoing changes in digital platforms, consumer engagement, and technology. “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,” said ROGA Executive Director Dr. Jennifer Shatley 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.”
Defined Standards in Four Operational Areas
The code specifies expectations across four areas. Legal Age Protections bar content designed to appeal to minors, limit marketing to platforms where at least 75% of the audience is expected to be legal age or older, and prohibit appearances on college campuses or endorsements by underage collegiate athletes.
Message Content Standards require accurate representation of odds and outcomes, clear disclosure of promotional terms, and avoidance of language such as “risk-free” claims that frame gaming as a financial strategy rather than entertainment.
Digital Marketing Requirements mandate that influencer partnerships involve only individuals of legal age, require clear disclosure of paid relationships, and compel adherence to member-established responsible gaming marketing guidelines.
Responsible Gaming Commitments direct members to provide responsible gaming resources, enable customers to restrict or revoke their own access, and bar targeting of individuals identified for responsible gaming concerns.
Integration Into Independent Certification Program
The Marketing and Advertising Code will be assessed as part of ROGA’s forthcoming independent Certification Program. Adherence forms a condition for achieving and maintaining certification, reinforcing accountability through external evaluation and consistent application across operators.
DraftKings Chief Responsible Gaming Officer Lori Kalani stated that responsible marketing is fundamental to customer engagement. “At DraftKings, responsible marketing is fundamental to how we engage with our customers and reflects our commitment to transparency and informed customer choice. 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.”
FanDuel Senior Vice President, Public Policy and Sustainability Cory Fox said the code mirrors existing practices. “The Responsible Online Gaming Association’s Marketing and Advertising Code reflects the standards and practices that have long guided how we market our business. Establishing a benchmark for responsible marketing across the industry is essential to earning customer trust and strengthening the legal, regulated market.”
BetMGM Director of Responsible Gambling Richard Taylor described the code as a framework for transparent connection with consumers. “Effective marketing is essential to connecting consumers with legal and regulated online gaming operators. The ROGA Marketing and Advertising Code provides a strong framework for doing so responsibly and transparently. BetMGM is proud of this effort and the role it plays in strengthening consumer trust and advancing the regulated marketplace.”
Reporting: CDC Gaming
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
A voluntary framework that becomes enforceable through certification—smart operators lock in trust before regulators force the issue.
We've watched operators navigate 30+ jurisdictions with wildly inconsistent marketing rules. ROGA's code isn't just a pledge—it's tied to independent certification, which gives it teeth and creates a defensible standard operators can point to when regulators come knocking. This is self-regulation done right: concrete, verifiable, and industry-wide.
- Code covers age protections (75%+ adult audiences), message accuracy, influencer disclosure, and responsible gaming resources
- All ROGA members adopted it; adherence required for independent certification, adding enforcement mechanism
- May preempt stricter state or federal mandates by establishing credible industry benchmark
SCCG angle: SCCG helps operators align marketing strategies with emerging standards like ROGA's code before they become regulatory floors. Through our compliance advisory network and partnerships across regulated markets, we connect clients to certification pathways, audit-ready frameworks, and the policy experts who shape these rules—so you're positioned ahead of enforcement, not scrambling after.
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