Advertising sportsbooks in the U.S. has become something of a sore point between licensees and regulators. It’s not the presence of restrictions at issue. Well, maybe it is, but operators know that line of reasoning is going nowhere. It’s a matter of degree. How many ads, how often they are broadcast, and more important, what kind of content will fly.
This has come to the fore in Maine where the Maine Gambling Control Unit has published a set of provisional regulations for sports betting, including those pertaining to advertising. While most are standard in sports betting states, others could have a deleterious impact on sportsbooks, according to the American Gaming Association (AGA), the industry trade group.
The rules as drafted would limit when and how TV ads can be broadcast, according to PlayUSA.
“Television advertising may only take place during an event and only on the channel that the event is being telecast when wagers on that event are offered by a licensed operator in Maine. Television advertising shall not advertise promotions and/or bonuses.”
“The use of…professional or Olympic athletes, celebrities or entertainers is prohibited.”
A letter from AGA President Bill Miller shared with PlayUSA speaks to the objections to these proposals.
The AGA said such restrictions “will undermine a critical tool that the legal industry uses to inform the public about licensed operators.” Restrictions could strengthen illegal sportsbooks at the expense of legal ones.
“Placing broad and overly burdensome restrictions on legal sportsbooks will only exacerbate the competitive advantages enjoyed by illegal operators,” the AGA said.
Should these provisions survive, sportsbook operators may be less than enthusiastic to enter Maine.
