US sportsbooks fail to promote responsible gaming, study reveals
A new study by the University of Bristol has put the US gaming industry under scrutiny. Researchers examined social media posts from major sportsbooks and found widespread failures in responsible gaming messaging. The findings raise questions about whether operators are doing enough to protect bettors. Sports betting has grown rapidly in the US since the Supreme Court legalised it in 2018. Today, 38 states and Washington, DC, allow wagering on sports. But the Bristol study suggests that leading companies are not following responsible gaming guidelines.
The research analysed over 1,000 posts from DraftKings, FanDuel, BetMGM, and ESPN Bet. On average, these sportsbooks published 237 social media posts per day. Yet most of these posts did not include any responsible gaming resources or warnings. The American Gaming Association (AGA) has a Responsible Gaming Code of Conduct in place. However, the AGA argued that the code only applies to sponsored posts, not general marketing content. Bristol researchers disagreed, calling for Congress to enforce stricter rules on all gambling-related messaging.
The study highlights a gap between industry standards and actual practice. With sports betting now legal in most of the country, the findings suggest that stronger regulations may be needed. Lawmakers could soon face pressure to ensure that responsible gaming measures are consistently applied.
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