Illinois Gaming Board Enacts Stricter Rules on Gaming and Advertising

Inclusion of Digital Gaming Platforms

For the first time, the updated regulations extend to both physical casinos and digital gaming platforms. This is a significant change from previous policies that did not specifically address advertising in the realm of online casino and video gaming, particularly concerning digital sports betting.

Marcus Fruchter, the CEO of the IGB, outlined the objectives of the new regulations. He emphasized that they aim to “include additional safeguards and standards” and to make the amended rules applicable to all forms of gaming, including casino and video gaming. Fruchter noted that the board consulted regulations from other comparable jurisdictions during the drafting process to ensure comprehensive coverage.

Major Changes in Advertising Policies

One of the key changes is the prohibition of the word “free” in any gaming-related advertising. Operators are now barred from suggesting that wagering is “risk-free” or using terms such as “free,” “cost-free,” or “free of risk” in promotional materials. Additionally, advertising is restricted in venues and media where the primary audience is under 21 years old.

This includes a ban on sports betting advertisements on college campuses and associated media outlets. The use of gambling logos or messages on merchandise appealing to individuals under 21 is also prohibited.

Casinos must now keep detailed records of all marketing materials and maintain logs of their distribution efforts. The new rules also forbid the use of celebrities or entertainers in casino advertising, extending a restriction that was previously limited to wagering advertisements. This change necessitates a revision of marketing strategies for operators who have relied on celebrity endorsements.