Massachusetts Authorities Establish Harsh Advertising and Marketing Rules
Unleashing the Sports Betting Landscape in Massachusetts
Strap in, sports fans! The Massachusetts Gaming Commission (MGC) has given the green light to Fanatics, opening the doors for them to dive into the digital sports betting scene. This move comes as the Commission unveiled its betting menu, laid down strict advertising guidelines, appointed a new sports betting director, and outlined promotional play tax details.
Fanatics is now holding licenses in three states—Maryland, Massachusetts, and Ohio. With previous licenses in Maryland and Ohio, the company is finally setting roots in the Bay State. For an insider's look at the top Massachusetts betting sites, be sure to check out our exclusive guide.
During the MGC's meeting, commission staff showcased the extensive bet menuFanatics will be offering, including straight bets, moneyline bets, prop bets, and more. Commissioner Brad Hill voiced his surprise at the breadth of the available betting options, expecting the menu to be scaled down at launch.
Three states have yet to limit their bet menus at launch, and it seems the MGC isn't planning any size restrictions either. The State's law allows for wagers on professional and collegiate sports, excluding local college teams, with a twist: consumers can wager on local college teams participating in major tournaments. The Commission will vote on the final bet menu on January 20th, ahead of the January 31st launch of retail sportsbooks.
Advertising Standards Galore
The MGC is cracking down on responsible gambling, especially in advertising, as evidenced by the stringent ad regulations they've outlined. Operators must adhere to guidelines that restrict advertising to minors, ban advertising on or at media outlets and school campuses aimed at minors, and prohibit advertising at events with under 21 attendees.
Operators are also forbidden from using minors, students, schools, or colleges in advertising. Furthermore, wagering ads can't appear on products, clothing, toys, games, or game equipment designed for under 21s.
The MGC's decision to look into digital advertising on Boston's public transit aims to curb underage exposure to sports betting ads. The Commission is considering digital advertising options that would limit ad display to specific hours.
It's worth noting that the MGC has a zero-tolerance policy regarding under-21 marketing, even though partnerships with certain universities are permissible within that framework. The rules also prohibit using "free" in advertising, restricting ad saturation levels at events, and barring athletes under 21 from partnering with sportsbooks.
A New Face in Charge
In other news, the MGC appointed Bruce Band, Assistant Director of the Investigations & Enforcement Bureau and Gaming Agents Division chief, to oversee all sports betting operations and coordinate with other divisions within the Commission.
Stay tuned as Caesars squares off against the MGC next. It's interesting to see the Commission emphasize a strict no-tolerance policy for under-21 marketing while seemingly allowing university partnerships.
- Jessica Welman (@jesswelman) December 14, 2022
Under Massachusetts legislation, the MGC can issue up to 15 digital sports betting licenses and five retail licenses—one for each casino and horse racetrack. However, the possibility of a 16th digital and sixth retail license emerged briefly, as Great Meadowbrook Farm in Hardwick proposed expanding horse racing. With residents voting against the proposal, backers are considering a late-month reevaluation either in Hardwick or another jurisdiction.
Fanatics is now offering a variety of bets in Massachusetts, such as moneyline bets, prop bets, and straight bets. The Massachusetts Gaming Commission (MGC) has outlined strict advertising guidelines to promote responsible gambling in sports betting. For example, operators cannot use minors, students, or schools in advertising and are restricted from advertising on or at media outlets and school campuses aimed at minors. Bruce Band, Assistant Director of the Investigations & Enforcement Bureau and Gaming Agents Division chief, has been appointed to oversee all sports betting operations by the MGC. The MGC can issue up to 15 digital sports betting licenses and five retail licenses, but a proposal for an additional license in Hardwick was recently rejected by residents.
