Limitations to Sports Betting Advertisements in Massachusetts May be Imposed via State Legislation
In the bustling sports-loving state of Massachusetts, a shift in the gambling landscape is underway. On March 27, 2025, at 02:15h, Senator Keenan filed Senate Bill 302, an act aimed at addressing economic, health, and social harms caused by sports betting.
The bill, co-sponsored by State Rep. Lindsay Sabadosa, proposes stricter regulation of sports betting advertising and higher taxation on operators. The Bettor Health Act, as it is known, seeks to impose advertising limits and affordability checks similar to the U.K. model. It also aims to increase the tax rate on gambling companies and direct additional funds to a public health trust fund dedicated to gambling treatment and prevention.
One of the key provisions is the ban on certain "prop" bets, which are wagers on in-game events that can encourage excessive gambling. The bill also seeks to prohibit sports betting advertising during live sports broadcasts and ban misrepresentative marketing ploys that manipulate a customer's odds at winning.
The effective state tax rate for online sports betting operators in Massachusetts would be raised from 20% to 51%, a move that has drawn mixed reactions from sportsbook operators like DraftKings, which considers Massachusetts its home. The Sports Betting Alliance, which includes DraftKings, FanDuel, BetMGM, and Fanatics, argues that Massachusetts' online sports betting tax rate of 20% is already higher than the national average of 14%.
However, the emphasis from lawmakers and regulators is clearly on balancing the economic benefits of sports betting with public health concerns and responsible gambling protections. Last year, Massachusetts retail and online sportsbook operators accepted over $7.4 billion in bets, with about $670.8 million kept by the operators.
The surge in calls to the Massachusetts Department of Health's Office of Problem Gambling Services' helpline since the start of legal sports betting in 2023 has been a significant concern. Problem gambling rates remain a concern, as evidenced by this trend. To address this, the bill proposes that online sportsbooks would be required to share anonymized data on their customers for research on problem gambling patterns.
Furthermore, the financial contributions of online sportsbooks to the Commonwealth's Public Health Trust Fund would be doubled. These funds would be dedicated to gambling treatment and prevention, reflecting the growing caution among lawmakers and regulators about the social impact of expanding online sports betting.
The bill's filing comes as regulators are developing tools to identify and intervene in risky gambling behavior. These efforts include technology that can disable gambling apps temporarily and track gambling patterns to help mitigate addictive behavior.
Massachusetts is among several states that have enacted rules limiting sports betting ads in media largely consumed by underage audiences, reflecting a broader responsible gaming framework. These rules are part of efforts to address gambling-related harms, coupled with mandatory responsible gaming information and player self-exclusion options for operators.
Senator Keenan's bill seeks to address specific issues in the Massachusetts gaming industry and the concern of an increase in problem gambling. He likens the addictive nature of sports betting to the opioid crisis, emphasizing the need for robust regulations to protect public health.
As the debate unfolds, the balance between economic gains and public health concerns will be a key consideration. The Massachusetts sports betting market, one of the richest in the country, will continue to be a focal point in this discussion. The outcome of Senate Bill 302 will shape the future of sports betting in the state and potentially set a precedent for other states.
- Senator Keenan, along with State Rep. Lindsay Sabadosa, has proposed Senate Bill 302 in Massachusetts, aiming to regulate sports betting with stricter advertising rules and higher taxes on operators.
- Known as The Bettor Health Act, the bill seeks to limit sports betting advertisements, impose affordability checks, and increase the tax rate on gambling companies.
- Online sports betting operators in Massachusetts, including DraftKings and FanDuel, have expressed mixed reactions to the proposed effective state tax rate increase from 20% to 51%.
- To address problem gambling concerns, the bill requires online sportsbooks to share anonymized data on their customers for research on gambling patterns, and doubles their financial contributions to the Public Health Trust Fund.
- Regulators in Massachusetts are also developing tools to identify and intervene in risky gambling behavior, such as disabling gambling apps temporarily and tracking gambling patterns to help mitigate addictive behavior.
- The bill's filing comes at a time when several states are implementing rules limiting sports betting ads in media consumed by underage audiences, part of a broader responsible gaming framework.
