Chavdar Vasilev is a journalist covering the casino and sports betting market sectors for CasinoBeats. He joined CasinoBeats in May 2025 and reports on industry-shaping stories across the US and beyond, including legislative debates, market...
Read Full BioThe Illinois Gaming Board (IGB) has expanded existing restrictions on gambling advertising to include a ban on ads on college campuses and new requirements to protect the public.
Previously applied only to sports betting, the changes now include casinos and video gaming operators. Enhancements include requiring operators to maintain advertising records. Additionally, they must include prominent responsible gaming messages in their advertising, promotions, and marketing materials.
IGB Administrator Marcus D. Fruchter said the new measures add additional safeguards and standards to protect the public and promote responsible gaming:
“These regulations provide for clear, consistent, ethical, and transparent advertising and marketing guidelines for all casino, video gaming, and sports wagering operations under IGB jurisdiction.”
What Do the New Rules Include?
According to the IGB press release, the new rules include:
- Campus Advertising Ban: Gambling ads and promotions cannot be published, aired, broadcast, or displayed on any college or university campus. Additionally, any college-affiliated media, including newspapers, campus radio, and TV, are prohibited from displaying gambling ads.
- No Use of College Imagery: Operators are prohibited from depicting college or university students, names, logos, or college-themed settings in any marketing materials.
- Ad Record Requirements: Operators must keep copies of all marketing materials, including a log of when and how each has been published, aired, displayed, or distributed.
- Opt-Out Option for Consumers: Operators must give users a clear option to unsubscribe from marketing communications. They must also honor opt-out requests as soon as practicable.
- Affiliate Restrictions: Gambling companies cannot enter into marketing agreements with third parties to conduct advertising on their behalf when compensation is dependent on the volume or outcome of wagers.
- Responsible Gambling Messaging: All advertising and marketing materials must include problem gambling language as defined by the Illinois Department of Human Services.
The new rules went into effect on August 1.
Similar Efforts Elsewhere
Illinois is not alone in tightening gambling advertising, especially those connected with colleges and universities.
New York has adopted similar rules, as sportsbooks are prohibited from advertising on college or university campuses or through affiliated media. Similarly, ads must not depict students, colleges, or collegiate settings. Furthermore, operators must keep advertising records for at least four years.
In New Jersey, lawmakers introduced a bill targeting ads placed in or near schools or colleges. The proposed legislation would also prohibit marketing that primarily appeals to individuals under the age of 21.
The bill has stalled in the New Jersey Assembly since May. Still, the state recently adopted a law that prohibits sportsbooks from partnering with colleges and universities.
Several other states are focusing on safeguarding students by introducing restrictions on prop bets. Those include Ohio, Maryland, and Pennsylvania.
On a national level, the American Gaming Association’s Responsible Marketing Code prohibits partnerships with colleges for sports wagering promotions and any imagery of individuals under 21 in marketing.
The American Gaming Association is a trade group representing the commercial and tribal gaming industry. Many of its members voluntarily adopt its rules and recommendations to create an industry-wide standard.
