The Responsible Online Gaming Association (ROGA) has released a Marketing and Advertising Code for its member operators, establishing common standards for responsible marketing across the US online gaming industry.
Under the Code, marketing cannot run on platforms where fewer than 75% of the expected audience is of legal age. It also cannot appear on college campuses or feature underage collegiate athlete endorsements.
In addition, it sets restrictions on how operators frame promotions and odds. Marketing must accurately represent potential outcomes, clearly disclose promotional terms and avoid language such as "risk free" claims that could present gaming as a financial strategy rather than entertainment.
For digital marketing, influencer partnerships can only involve individuals of legal age. Paid relationships must be disclosed, and influencers must follow member-established responsible gaming marketing guidelines.
Under the responsible gaming provisions, members must offer responsible gaming resources, allow customers to restrict or revoke their own access and refrain from targeting individuals previously identified for responsible gaming concerns.
Jennifer Shatley, Executive Director at ROGA, said: "Technology, digital platforms, and the ways players engage with online gaming continue to change, and responsible marketing practices must also evolve to meet this moment.
"By voluntarily aligning around a common, enforceable set of standards, ROGA member operators are demonstrating their commitment to responsible marketing and to strengthening consumer protections across the regulated industry."
Executives from DraftKings, FanDuel and BetMGM expressed their adherence to the code.
Lori Kalani, Chief Responsible Gaming Officer at DraftKings, said: "By adopting ROGA's framework, we're reinforcing our commitment to responsible marketing and continuing to raise the bar for the legal and regulated online gaming industry."
Cory Fox, Senior VP, Public Policy and Sustainability at FanDuel, said: "Establishing a benchmark for responsible marketing across the industry is essential to earning customer trust and strengthening the legal, regulated market."
Richard Taylor, Director of Responsible Gambling at BetMGM, said: "The ROGA Marketing and Advertising Code provides a strong framework for doing so responsibly and transparently."
ROGA has been developing shared responsible gaming infrastructure among its member operators ahead of the certification program's rollout. In August 2025, the association partnered with BetBlocker to expand access to free account-blocking software, while in September 2025 it selected LexisNexis Risk Solutions as its data clearinghouse technology provider.
ROGA began developing its Certification Program with the Responsible Gaming Council in September 2025, following the association's decision to establish an independent assessment process for its members.
BetBlocker partnered with ROGA in 2025 to provide free blocking software to US players, allowing individuals to control their access to iGaming platforms
