Massachusetts Authorities Consider Stricter Gambling Advertising Regulations

In response to an increase in problem gambling, Massachusetts authorities are contemplating new recommendations to tighten gambling advertising regulations.

Current Efforts and New Proposals

While Massachusetts has been actively addressing misleading advertisements and attempting to limit their frequency, advocates for new measures argue that further steps are necessary.

The Massachusetts Gaming Commission’s (MGC) recent meeting highlighted these concerns, with researchers presenting a study outlining a new advertising strategy for the upcoming fiscal year.

Researcher Rachel Volberg proposed several measures aimed at mitigating the impact of gambling ads:

  1. Limit Advertising for Higher-Risk Games: Volberg suggested restricting ads for games often linked with higher harm rates.
  2. Restrict Promotional Claims: Ads should not create a sense of urgency, should have limited value, and should not be exclusively offered to new customers.
  3. Purpose-Driven Promotions: Volberg recommended limiting promotions that advertise gambling as a means to support good causes.

Celebrity Endorsements and Social Media

To align with practices in other regulated markets, Volberg proposed restricting advertisements featuring celebrities who might appeal to younger and high-risk audiences.

Additionally, she emphasized the importance of monitoring social media engagement to prevent targeting vulnerable groups.

The research highlighted that ads for vice industries, including gambling, often focus on positive experiences while downplaying potential negative consequences. This approach can mislead consumers about the risks associated with gambling.