Gaming officials in Massachusetts are considering tightening advertising regulations to address the impact of sports betting

State gaming officials in Massachusetts they evaluate new ways of dealing with the effects of advertisingespecially in dynamically developing sports betting industryto reduce potential risk for younger and problem players.

Current state laws regarding gaming advertising, particularly those targeting sports betting, limit false or misleading advertisingcontrol intensity and frequency of advertisingand require information on the topic where to get help.

At Massachusetts Gaming Commission During the last meeting, researchers presented a literature study presenting the advertising landscape and their program for the next financial year. They pointed out the risks an oversaturated advertising environmentespecially with the growing popularity of online sports betting, CommonWealth’s beacon light reported

Researcher Rachel Volberg Recommended limiting advertising of high-risk gameswhere problem gambling is more common, and limiting game promotion for purposes such as supportinggood reasons” She also suggested that incentives should not cause a sense of urgencybe of limited value and only offered when customers open an account.

Volberg also advised limiting celebrity endorsements to reduce their attractiveness to young people and gambling addicts and to emphasize the need monitor emerging ads forms on social media platforms, which are harder to regulate, the report says.

The study, based on a review of the literature, available gambling data and online panel surveys, highlighted this point a shift towards digital gaming advertising, including targeted promotions and ubiquitous social media campaigns. Volberg noted that gambling advertising has a significant impact consumer behavioroften encouraging increased participation.

Internet panels, conducted in 2014, 2022 and 2023found that problem gamblers were most likely to report having seen significant gambling-related advertisements, which increased their gambling. These panels also identified gambling news, communications from casino associations, and targeted promotions as people contributing to the increase in gambling.

The report also indicated this use of illegal bookmakers in Massachusetts increased from 4 percent in 2022 to 18 percent in 2023. after sports betting was legalized, suggesting demand for products outside the legal market.

Massachusetts Lottery, which is not subject to the Gaming Commission, did not see a significant increase in the number of participants. It was assigned already high level of participation. Governor Maura Healey proposed $10 million for lottery advertising, but the House reduced that amount to $7 million and the Senate proposed $5 million, excluding the online lottery expansion. The final budget will be determined by the conference committee.

Gaming commissioners are wondering future areas of researchincluding an expanded online panel survey focusing on young adults and their sports betting behaviors and a study on the impact of paid media on students’ awareness of sports betting. They are planning too reassess voluntary self-exclusion program and conduct a positive gaming study to assess healthy gambling behavior following the introduction of sports betting. Additionally, two-year study on human trafficking in casinos was awarded Safe Exit Initiative.