Illinois Cracks Down on Gambling Ads, Imposes Full Ban on College Campuses
Illinois gaming regulators have implemented a sweeping new set of advertising rules for all forms of legal gambling, with a complete ban on marketing on college campuses as its centerpiece. The new regulations, which are now in effect, aim to protect young people and problem gamblers from what the state sees as an increasingly aggressive marketing environment.
A “Clear, Consistent, and Ethical” Framework
The new rules, adopted by the Illinois Gaming Board (IGB), are designed to create a more responsible advertising landscape for the state’s massive gambling industry.
They expand and codify restrictions that were previously applied only to sports betting, now covering casinos and the state’s nearly 9,000 video gaming locations as well.
“By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits,” said IGB Administrator Marcus D. Fruchter.
He added that the goal is to provide “clear, consistent, ethical, and transparent advertising and marketing guidelines.”
The End of On-Campus Marketing
The most significant change is the complete prohibition of gambling advertisements on college and university campuses. This ban is comprehensive, covering ads published, aired, or displayed on any campus property, in campus media like newspapers and radio stations, and at sports venues used primarily for college events.
Furthermore, the new rules forbid operators from using depictions of college students, universities, or campus settings in their marketing materials. This is a direct move to create a clear separation between the state’s legal gambling industry and its higher education institutions.
Beyond the Campus: New Safeguards for All Consumers
The crackdown extends beyond college campuses with several other key provisions. All licensed operators must now:
- Provide a clear and easy way for customers to opt out of all marketing and promotional materials.
- Maintain detailed records of all advertising, including a log of when and where the materials were distributed.
- Refrain from compensating third-party marketing partners based on the volume or outcome of wagers, a rule designed to curb overly aggressive promotional tactics.
- Include state-approved problem gambling messages in all advertising.
A Proactive Regulatory Stance
The new rules are the result of a review of the state’s original sports wagering advertising regulations, which were adopted in 2020. The IGB determined that those limitations should apply equally to all forms of gambling under its jurisdiction and decided to enhance them to better protect minors and those struggling with problem gambling.
The rules became effective on August 1 after a public comment period and approval from the state’s Joint Committee on Administrative Rules. The move positions Illinois as one of the most proactive states in the country when it comes to regulating gambling advertising. For the state’s 17 casinos, 14 sportsbooks, and thousands of VGT locations, the new rules represent a fundamental shift in how they are allowed to market to the public.
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