ROGA Launches Voluntary Marketing and Advertising Code for Regulated Online iGaming
TL;DR — ROGA released a voluntary Marketing and Advertising Code adopted by all members. It sets standards across legal age protections (75% audience threshold), accurate odds representation, influencer disclosures, and responsible gaming resources. The code addresses evolving technology and player engagement in regulated online iGaming.
SCCG Take — The industry-led code gives operators a unified self-regulatory tool to align marketing with consumer safeguards as digital channels advance.
The Responsible Online Gaming Association (ROGA) has released its Marketing and Advertising Code, a voluntary framework adopted by every ROGA member. The code establishes common enforceable standards for responsible marketing and is intended to strengthen consumer protections across the regulated online iGaming sector.
It sets requirements in four areas. Legal age protections specify that marketing must not include content designed to appeal to minors, may only run on platforms where at least 75 percent of the expected audience is of legal age, and cannot appear on college campuses or include endorsements from underage collegiate athletes.
Message content standards require that marketing accurately represent odds and outcomes and clearly disclose promotional terms. The code prohibits language such as “risk-free” claims that could present gaming as a financial strategy rather than entertainment.
Digital marketing rules state that influencer partnerships may only involve individuals of legal age and must clearly disclose paid relationships. Influencers must also follow responsible gaming marketing guidelines established by ROGA members.
Responsible gaming commitments direct members to provide consumers with responsible gaming resources and allow customers to restrict or revoke their own access. Operators must also refrain from targeting individuals who have been identified as having responsible gaming concerns.
Standards Set for Industry Alignment
The code presents a common set of enforceable standards intended to demonstrate members’ commitment to responsible marketing and stronger consumer protections. ROGA Executive Director Dr. Jennifer Shatley said the code reflects the need for industry standards to keep pace with those changes. “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,” Shatley said, according to Focus Gaming News.
Focus on Consumer Protections
All ROGA members have adopted the voluntary code. The framework centers on legal age rules, accurate messaging, digital channel controls, and direct responsible gaming measures without additional mandates beyond those detailed in the release.
Reporting: Focus Gaming News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Industry self-regulation that looks good on paper — enforcement and state adoption will determine if it's meaningful or window dressing.
We've been in this business long enough to know that voluntary codes only work when they're enforceable and embraced beyond the signatories. ROGA's framework is solid — 75% audience threshold, no risk-free nonsense, influencer transparency — but the real test is whether states reference it in regulation and whether operators outside ROGA follow suit.
- 75% legal-age audience threshold for all marketing placements
- Bans 'risk-free' language and requires clear promo term disclosure
- Influencers must be legal age, disclose paid relationships, follow RG guidelines
SCCG angle: SCCG works with operators and affiliates across every regulated market — we help clients translate voluntary frameworks like this into actual compliance programs, connecting them with the right media buyers, influencer networks, and compliance advisors who understand state-by-state nuances. When industry standards shift, we make sure our partners stay ahead.
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