US Sports Betting and Gambling Advertising Rules

How US advertising rules are set

Each state that legalizes sports betting or online casinos licenses operators and writes its own advertising rules. The ad platforms follow the same pattern: Google's US row says horse racing, sports betting and online casino advertisers "must be licensed by the state entity in certain states where this is legal." That means a campaign plan for the US is really a plan for each state you hold a license in.

We use three states as examples because their rules are published and readable: Massachusetts, Ohio and New Jersey. Check the regulator in every state you target, because the details differ.

Massachusetts: 205 CMR 256.00

Massachusetts sets one of the most detailed sports wagering advertising rules. In the version published in the Massachusetts Register on August 28, 2026:

• Audience. Ads may not run where "25% of the audience is reasonably expected to be younger than 21 years old," subject to exceptions for adequate age controls (256.05(4)).
• Age. Ads must state that patrons must be 21 or older and may not be "aimed at individuals younger than 21 years old" (256.05).
• Helpline. Ads must include "a link to and phone number for the Massachusetts Problem Gambling Helpline" (256.06).
• Campuses. Ads may not run "on any college or university campus" (256.05(4)(e)).
• Offer wording. Wagering may not be described as "free of risk", and promotional credits may not be called free if patrons must wager their own money to get them (256.04).
• Third parties. Operators stay responsible for ads run by "an affiliated entity or a third party," and revenue-share deals tied to users a third party sends are prohibited (256.01).
• Unsubscribe. Direct marketing must include "a clear and conspicuous method allowing patrons to unsubscribe" (256.06(5)).

Ohio: Administrative Code 3775-16-08

Ohio's sports gaming advertising rule, shown as effective October 15, 2022, requires ads to "Clearly and conspicuously include messages designed to prevent problem gambling," with resource information such as the National Council on Problem Gambling helpline. Ads must not "Target individuals under the age of twenty-one" or depict anyone under 21, except in live footage of athletes. Ads must "Clearly convey the conditions" of offers and disclose the identity of the sports gaming proprietor.

Ohio is explicit about affiliates: affiliate marketers "must comply with all aspects of this rule," and the commission may require a proprietor to end an affiliate contract over violations. Proprietors "must not advertise or promote on college or university campuses located in the state of Ohio," apart from generally available advertising.

New Jersey: rules and best practices

New Jersey's casino advertising rule, N.J.A.C. 13:69C-14.2, requires print, billboard and sign ads to carry "If you or someone you know has a gambling problem and wants help, call 1-800-GAMBLER" or an approved equivalent. It says "Advertising shall be based upon fact, and shall not be false, deceptive or misleading," and requires material conditions to be stated. We read it through a reproduction current to June 16, 2025, so check the Division of Gaming Enforcement's own text.

On April 20, 2023, the New Jersey Attorney General announced 15 advertising best practices for online and sports gambling, including displaying 1-800-GAMBLER prominently, avoiding "guaranteed wins" or "risk-free" bets unless losses are fully refunded, stating wagering requirements clearly and avoiding placements likely to reach people under 21.

The industry code

The American Gaming Association's Responsible Marketing Code for Sports Wagering, updated March 28, 2023, is a self-regulatory code that AGA members are required to follow: "All AGA members are required to review and comply with this code." It limits placements to media where "at least 73.6 percent of the audience is reasonably expected to be 21 years or older," bans "risk free" language, keeps sports wagering ads out of college-owned media and asks for each message to "contain a conspicuous responsible gaming message along with a toll-free helpline number, where practical". Members must give the code to agencies, media buyers and affiliates.

Platform rules for US audiences

Google allows national targeting only for sports betting ads on YouTube, following an August 29, 2023 change. X requires US-domiciled advertisers and bars affiliates from linking straight to operators. The X gambling policy page and the Google Ads page have the detail.

Help line

The National Council on Problem Gambling adopted 1-800-MY-RESET as the national helpline number on January 29, 2026, reachable by call, text or chat; 1-800-522-4700 remains active. Several states require their own helpline in ads instead, as Massachusetts and New Jersey do. The responsible gambling messages guide lists them.

Questions

Is 21 the minimum age for all US gambling ads?

It is common but set by each state. Massachusetts and Ohio rules use 21 for sports wagering ads, and Google bars targeting users under 21 for US gambling ads.

Can an affiliate run US sportsbook ads?

Often yes, under state rules and platform limits. Ohio makes affiliates follow its advertising rule, Massachusetts holds operators responsible for third-party ads, and X bars US affiliates from linking straight to an operator.

Is the AGA code binding?

It is a self-regulatory industry code that AGA members are required to follow. It is not law. State rules, like those in Massachusetts and Ohio, are binding on licensees.

Sources

1. Massachusetts Gaming Commission, 205 CMR 256.00: Sports wagering advertising, Mass. Register #1581, August 28, 2026.
2. Ohio Administrative Code (official), Rule 3775-16-08 Advertising, effective October 15, 2022; five-year review October 15, 2027.
3. New Jersey Administrative Code via Justia (reproduction), N.J.A.C. 13:69C-14.2 Criteria governing advertising, current through June 16, 2025.
4. New Jersey Office of the Attorney General, AG Platkin Announces New Multi-Faceted Efforts to Curb Problem Gambling, April 20, 2023.
5. American Gaming Association, Responsible Marketing Code for Sports Wagering, updated March 28, 2023.
6. Google Ads Policies Help, Gambling and games (official English version), no date shown.
7. Google Ads Policies Help, Updates to Gambling and games policy (August 2023), effective August 29, 2023.
8. Google Ads Policies Help, Updates to Gambling and games policy (December 2023), posted December 6, 2023.
9. X Business, Gambling content, no date shown.
10. Microsoft Advertising, Gambling and contests editorial guidelines, no date shown.
11. Microsoft Advertising, Gambling and contests advertising program, page metadata date 06-10-2026 (format not stated); no visible date.
12. National Council on Problem Gambling, National Council on Problem Gambling Adopts 1-800-MY-RESET as New National Problem Gambling Helpline Number, January 29, 2026.

All pages checked October 28, 2026. How we choose sources: data sources.