Sports Betting Advertising Rules: What Operators Can and Cannot Do

If you have watched a football game, scrolled through social media, or listened to a podcast in the past few years, you have almost certainly been bombarded with sports betting advertisements. Since the Supreme Court struck down the federal ban on sports betting in 2018, operator advertising has exploded across every media channel. But what are sportsbooks actually allowed to say in those ads, and what crosses the line?

Understanding sports betting advertising rules matters whether you are a bettor evaluating promotional claims or simply trying to make sense of the regulatory landscape. This guide breaks down the federal and state-level rules that govern how operators market their products, what protections exist for consumers and minors, and what happens when companies violate these standards.

For a full picture of where sports betting is available across the country, see our guide to US sports betting laws by state.

Federal Advertising Regulations

There is no single federal law that comprehensively governs sports betting advertising. Instead, several federal agencies have overlapping authority that shapes what operators can and cannot do.

FTC Truth-in-Advertising Standards

The Federal Trade Commission (FTC) enforces truth-in-advertising rules that apply to all industries, including sports betting. Under these rules, advertisements must be truthful and not misleading, claims must be substantiated with evidence, and ads cannot be unfair to consumers. For sports betting operators, this means promotional offers must clearly disclose terms and conditions, odds and potential payouts cannot be presented in a deceptive way, and testimonials about winnings must reflect typical outcomes rather than outlier results.

FCC Broadcast Rules

The Federal Communications Commission (FCC) regulates advertising on broadcast television and radio. While the FCC does not have specific sports betting advertising rules, it enforces general decency standards and can act against misleading broadcast content. Most sports betting advertising restrictions come at the state level rather than from the FCC directly.

Department of Justice Oversight

The Wire Act and other federal statutes give the Department of Justice some authority over interstate gambling communications. However, following a 2019 DOJ opinion revision, the Wire Act is generally interpreted to apply only to sports betting, not all forms of online gambling. This federal framework creates a baseline, but the real variation in advertising rules happens at the state level.

State-by-State Advertising Restrictions

Each state that has legalized sports betting has enacted its own advertising regulations, creating a complex patchwork of rules that operators must navigate. Some states take a light-touch approach, while others impose strict limitations on when, where, and how sportsbooks can advertise.

States with the Strictest Ad Rules

Several states have emerged as leaders in advertising regulation.

State	Key Advertising Restrictions
New York	Prohibits ads targeting people under 21, requires responsible gambling messaging, restricts ads near schools
Massachusetts	Banned ads on college campuses, restricts use of celebrities popular with minors, requires opt-out mechanisms
Colorado	Prohibits ads that depict minors, requires clear terms for promotional offers, mandates responsible gambling disclaimers
Ohio	Restricts advertising during youth-oriented programming, requires approval of promotional materials, bans misleading claims
Maryland	Prohibits targeting vulnerable populations, requires responsible gambling messaging, restricts frequency of ads in certain venues

Common State-Level Restrictions

While the specifics vary, most states with legal sports betting share some common advertising requirements. These typically include mandatory responsible gambling messaging in all ads, prohibitions on targeting minors or people under the legal betting age, requirements to disclose promotional terms and conditions, restrictions on advertising in or near schools and youth-oriented venues, and bans on misleading claims about winning potential.

To check which rules apply in your state, review our complete state-by-state sports betting legality guide.

What Operators Can and Cannot Advertise

Understanding the line between permitted and prohibited advertising content helps bettors evaluate the claims they encounter.

What Operators CAN Advertise

Sportsbooks are generally permitted to advertise the availability of their platform in legal markets, current odds and betting lines for upcoming events, sign-up bonuses and promotional offers with clear terms, features and tools available on their platform, and partnerships with professional sports leagues and teams.

What Operators CANNOT Advertise

Across most regulated markets, sportsbooks are prohibited from making guarantees about winning outcomes, using terms like "risk-free" without clear disclosures (many states have banned this term entirely), targeting advertising specifically at minors or underage individuals, making claims that betting is a reliable way to make money, omitting material terms and conditions from promotional offers, and advertising in states where they are not licensed to operate.

Bonus and Promotion Advertising Rules

Promotional offers are one of the most heavily regulated areas of sports betting advertising. Following a nationwide crackdown on misleading "risk-free bet" language, most states now require that all wagering requirements and rollover conditions are clearly stated, expiration dates for bonuses are prominently displayed, the difference between bonus funds and withdrawable cash is explained, and any restrictions on eligible markets or minimum odds are disclosed.

For a detailed look at how bonus advertising rules vary by state, see our guide on sports betting bonus restrictions by state.

Minor Protection in Sports Betting Advertising

Protecting minors from sports betting advertising is a top priority for regulators across the country. The rules in this area are among the most strictly enforced.

Age-Gating Requirements

Digital advertising platforms must implement age-gating measures to prevent sports betting ads from reaching users under the legal betting age. This includes age verification on social media ad targeting, restrictions on pre-roll video ads on platforms with significant underage audiences, and age-gate landing pages before users can access betting content.

Advertising Near Youth-Oriented Venues

Most states prohibit sports betting advertising within a certain distance of schools and universities, at youth sporting events or venues that primarily serve minors, on children's programming or media outlets targeting audiences under 18, and on college campuses (with some states extending this to college athletics advertising entirely).

Social Media Restrictions

Social media advertising presents unique challenges for minor protection. Operators must use platform-provided age-targeting tools to restrict ad delivery, avoid partnering with influencers whose audience is primarily under the legal betting age, refrain from using content themes or imagery that would appeal specifically to children, and comply with individual platform advertising policies in addition to state regulations.

Massachusetts has taken one of the strongest positions on this issue, prohibiting sportsbooks from using endorsers or influencers who are particularly popular with people under 21.

Responsible Gambling Messaging Requirements

Nearly every state with legal sports betting requires operators to include responsible gambling elements in their advertising.

Required Disclaimers

Standard requirements across most regulated markets include the display of a problem gambling helpline number (typically 1-800-GAMBLER), a statement encouraging responsible gambling (such as "Gambling problem? Call 1-800-GAMBLER"), the legal betting age for the state, and terms and conditions for any promotional offer referenced.

Self-Exclusion Information

Several states require advertisements to inform consumers about self-exclusion programs that allow problem gamblers to voluntarily ban themselves from placing bets. This requirement varies in specificity, with some states requiring only a general mention and others mandating a direct link or phone number.

For more on responsible gambling practices and tools, visit our responsible gambling guide. If you or someone you know needs help, our guide on how to self-exclude from sports betting provides step-by-step instructions for every state.

Industry Self-Regulation and Standards

Beyond legal requirements, the sports betting industry has adopted voluntary advertising standards that go further than what most states mandate.

American Gaming Association Responsible Marketing Code

The American Gaming Association (AGA) created the Responsible Marketing Code for Sports Wagering, which member operators have agreed to follow. Key provisions include never targeting underage individuals, including responsible gambling messaging in all advertising, not depicting betting as a way to achieve financial success, refraining from advertising in media directed at minors, and providing clear and accurate information about products and promotions.

Individual Operator Policies

Major sportsbooks like DraftKings, FanDuel, BetMGM, and Caesars have each adopted their own responsible advertising guidelines that often exceed both state requirements and AGA standards. These typically include internal review processes for advertising content, restrictions on ad frequency in certain channels, commitments to responsible gambling tool promotion, and partnerships with responsible gambling organizations.

Operators that follow these standards are more likely to hold proper sportsbook licenses, which provide an additional layer of consumer protection.

Enforcement and Penalties

When operators violate advertising rules, regulators have several enforcement mechanisms at their disposal.

How Violations Are Identified

Advertising violations are typically caught through state gaming commission monitoring and audits, consumer complaints filed with regulatory agencies, competitor reports to gaming boards, and media monitoring by watchdog organizations. State gaming commissions generally have dedicated compliance teams that review advertising materials both proactively and in response to complaints.

Penalties for Non-Compliant Advertising

Penalties for advertising violations vary by state but can include significant financial fines ranging from thousands to millions of dollars, mandatory corrective advertising, temporary suspension of advertising privileges, revocation of operating licenses in severe or repeated cases, and public enforcement actions that damage brand reputation.

Notable Enforcement Actions

Several states have taken action against operators for advertising violations since legalization. Common issues that trigger enforcement include use of banned terms like "risk-free" after regulatory deadlines, failure to include required responsible gambling messaging, advertising to audiences with a high percentage of underage users, and misrepresenting bonus or promotional offer terms. These enforcement actions serve as important precedents that shape how the industry approaches advertising compliance going forward.

The Future of Sports Betting Advertising Regulation

Sports betting advertising regulation continues to evolve as more states legalize and existing markets mature. Several trends are emerging. States are increasingly coordinating their advertising standards rather than acting in isolation. The industry is moving toward stricter self-regulation to preempt more restrictive legislation. Digital advertising rules are becoming more sophisticated as regulators better understand online targeting capabilities. Consumer protection groups are pushing for additional restrictions, particularly around advertising frequency and timing during live sports broadcasts.

Bettors should expect advertising rules to continue tightening, with a focus on transparency, minor protection, and responsible gambling messaging.

Frequently Asked Questions

Are sports betting ads legal in all states?

Sports betting ads are only legal in states where sports betting itself is legal. Even in legal states, advertising must comply with state-specific regulations, which vary significantly. Some states have strict rules about when and where ads can appear, while others are more permissive. Operators must hold a valid license in each state where they advertise.

Can sportsbooks advertise to minors?

No. Every state with legal sports betting prohibits operators from targeting advertising at individuals under the legal betting age (21 in most states, 18 in some). Operators must use age-gating tools on digital platforms and cannot advertise on media channels or at events that primarily serve underage audiences.

What disclaimers are required in sports betting ads?

Most states require ads to include a problem gambling helpline number (1-800-GAMBLER), a responsible gambling statement, the legal betting age, and clear terms for any promotional offers. Specific requirements vary by state, but these four elements are standard across most regulated markets.

Why do I see so many sports betting commercials?

The rapid expansion of legal sports betting across the US has created intense competition among operators for market share. Advertising spend in the industry exceeds billions of dollars annually as companies compete for new customers. Some states have begun implementing advertising frequency limits in response to consumer concerns about oversaturation.

Can sportsbooks advertise guaranteed wins or risk-free bets?

Most states have banned or restricted the use of terms like "risk-free" in sports betting advertising. The FTC and multiple state attorneys general have taken the position that no bet is truly risk-free, making such claims inherently misleading. Operators can still advertise promotional offers, but they must clearly disclose all terms, conditions, and wagering requirements.

How are sports betting ads regulated on social media?

Social media sports betting ads must comply with both state gambling regulations and individual platform advertising policies. Operators must use age-targeting tools, cannot partner with influencers whose primary audience is underage, and must include all required disclaimers. Platforms like Meta, Google, and X (formerly Twitter) each have their own sports betting advertising policies that operators must follow in addition to state rules.

What happens when a sportsbook violates advertising rules?

Penalties range from financial fines to temporary advertising suspensions to license revocation in severe cases. State gaming commissions investigate complaints and conduct audits to identify violations. Enforcement actions are typically made public, which creates additional reputational consequences for non-compliant operators.