Illinois has officially enacted new statewide restrictions on gambling advertising, marking one of the most aggressive regulatory shifts in the U.S. since the post–PASPA market expansion. As of August 1, 2025, all licensed gaming operators—land-based casinos, online sportsbooks, and video gaming terminal providers—must comply with enhanced advertising guidelines issued by the Illinois Gaming Board (IGB).
Illinois targets betting in family venues: Lawmakers defend the integrity of family entertainment
The updated rules prohibit gambling advertisements on college campuses, within university-run media, or any channel deemed to target or appeal disproportionately to individuals under 21. The law also bars ad placements in venues “primarily designed for minors” and imposes guardrails on the use of digital platforms frequented by young audiences.
The policy applies to:
- All sports betting apps licensed in Illinois.
- Casino operators, both commercial and tribal.
- Licensed establishments hosting Video Gaming Terminals (VGTs).
Operators must also now include enhanced responsible gambling messages in every advertising unit, including minimum font size, visible disclosures, and a 24/7 helpline. Ads must avoid language implying “guaranteed wins” or “risk-free bets,” echoing similar standards in New Jersey and Massachusetts.
These measures are the result of legislation passed in May 2025 by the Illinois General Assembly and finalized by the Joint Committee on Administrative Rules (JCAR) in coordination with the IGB.
Industry stakeholders have voiced mixed reactions. While some marketing firms say the rules increase operational clarity, others warn of reduced reach and higher compliance costs. College sports programs and student publications—some of which had accepted sports betting ads in the past—will now need to vet sponsors more cautiously.
The IGB emphasized that the move is part of a “youth-centered gaming risk mitigation strategy”, pointing to national data showing rising exposure to gambling among college-age adults.
Illinois, one of the largest regulated markets in the U.S., now joins a growing list of states tightening advertising frameworks to address public health and problem gambling concerns—especially among young users entering digital platforms for the first time.
