In a groundbreaking decision, Massachusetts regulators voted in favor of a new policy that will require sportsbooks to include a specific message on their logos displayed inside sports venues. This message will serve to clarify that betting is strictly limited to individuals aged 21 and over.
The Massachusetts Gaming Commission passed the policy change with a 3-2 vote, making it the first state in the United States to mandate such a warning on standalone sportsbook logos. Sportsbook operators will have 90 days to comply with the new rule, which is set to be formally published on Friday.
The law’s effect on existing logos
This rule will be applicable to standalone logos prominently featured in sports venues like Fenway Park, where minors are likely to come across the branding. The decision reached on Thursday concludes months of discussions and public input on how to curb sportsbook marketing efforts that could potentially influence underage individuals.
It’s worth noting that Massachusetts already requires sportsbook advertisements to include a disclaimer stipulating that participants must be at least 21 years old. The latest change extends similar requirements to standalone logos displayed within sports arenas. During the meeting, commissioners suggested that compliance with the new requirement could be as simple as adding a clear “21+” designation to the sportsbook logos. Importantly, this change only applies to fixed signage within sports arenas and does not encompass other instances of logo usage, such as on apparel, letterhead, or business cards. The scope of the rule has been narrowed from an earlier proposal that would have encompassed all public displays of sportsbook logos.
The community’s reaction to the passing of the new law
The rules change is expected to have a significant impact on Fanatics, a company that utilizes the same logo for both its sportsbook and apparel business. Fanatics will now have to either create a separate logo exclusively for its sportsbook operations, similar to what Barstool Sportsbook has done, or incorporate a “21+” disclaimer into all instances of its logo within a stadium if it wishes to maintain a unified logo across its brands. When contacted by Casino.org, a Fanatics spokesman declined to comment on the rules change.
Commissioners Eileen O’Brien, Nakisha Skinner, and Jordan Maynard voted in favor of the new requirement, while Chair Cathy Judd-Stein and Commissioner Bradford R. Hill opposed it.
Judd-Stein expressed concerns that the rule could become burdensome without sufficient evidence of its effectiveness in deterring underage individuals from engaging in sports betting. “We’re really stepping outside what our peers are doing across the country,” she remarked during the meeting.
Massachusetts’ decision to implement this age warning requirement on sportsbook logos marks a significant step toward responsible gambling practices within the state. By clearly communicating the age restriction through prominent branding, the aim is to prevent underage individuals from being inadvertently exposed to betting messages in sports venues.
This proactive approach reflects Massachusetts’ commitment to ensuring the integrity of the sports betting industry while safeguarding vulnerable populations.
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