Responsible Gambling Messages in Gambling Ads

Requirements by market

Platform requirements

Platforms add their own layer. Google requires certified gambling ads to "have a landing page that displays information about responsible gambling," and for the US asks for a warning about addictive and compulsive gambling with assistance information on the landing page or in the creative. The landing page requirements guide shows how to place it.

Australia's taglines

The Department of Social Services plan says the consistent gambling messaging measure "must be implemented by all online wagering service providers" from March 30, 2023. Examples include "Chances are you're about to lose." and "What are you really gambling with?" They go in TV and video, radio, in-app, digital, print and social media ads, plus direct marketing, sponsorship and outdoor, and on websites and apps, including the bet slip area. Providers must also promote BetStop. See the Australia rules page.

Placing the message well

• Make it readable: Massachusetts sets font size, placement and visibility rules for the helpline message in 256.06(4).
• Keep it in the ad, not only on the landing page, where the market requires it in the ad itself.
• Use the market's own helpline. A national US number may not satisfy a state rule that names its own helpline.
• Check audio and video formats separately; requirements can differ by medium.

Helplines to know

In the US, the National Council on Problem Gambling adopted 1-800-MY-RESET on January 29, 2026, and 1-800-522-4700 remains active. In Great Britain, GamCare runs the National Gambling Helpline on 0808 8020 133. The full list for all four countries is on our safer gambling page.

Questions

Can I use 1-800-MY-RESET in every US state?

It is the national helpline, but some states name their own. Massachusetts requires its own helpline, and New Jersey print ads use 1-800-GAMBLER, so check each state's rule.

Do Ontario ads need a helpline number?

AGCO Standard 2.08 requires a responsible gambling message in advertising and marketing materials. Check the AGCO standards and guidance for what the message must include.

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. AGCO, Registrar's Standards for Internet Gaming: Responsible Gambling (export), Marketing and Advertising section last updated May 14, 2026.
7. Department of Social Services, National Consumer Protection Framework for Online Wagering: consistent gambling messaging implementation plan, notified October 31, 2022.
8. ACMA, FAQs for wagering providers: BetStop, the National Self-Exclusion Register, no date shown.
9. Gambling Commission, LCCP 5.1.8 Compliance with industry advertising codes, no date shown.
10. Google Ads Policies Help, Gambling and games (official English version), no date shown.
11. 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.
12. GamCare, What support do we provide?, no date shown.

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