Sportsbook ads tempt compulsive gamblers

U.S. doesn’t regulate content as Europe does

ATLANTIC CITY — The tagline makes the solution sound so simple: “Gamble responsibly.”

It’s anything but for those who struggle with compulsive gambling. Instead, the footnote caps a powerful new temptation as ads for sports betting emerge in states that have recently legalized an activity once banned in most of the United States.

Sharon, a 39-year-old homemaker, decided with her husband to move from New Jersey to New York specifically to get away from legalized sports betting, but still sees ads frequently that remind her of the tens of thousands of dollars in debt she racked up on a wagering app.

The ads have complicated addiction recovery for Gary, a real estate agent from New Jersey who attends support group meetings and has lost nearly $2 million over a lifetime of gambling.

“It seems like every fourth commercial, there’s one telling you how easy it is to bet on sports and make money,” said Gary, who like other gamblers spoke to The Associated Press on condition that his full name not be used because of stigmas some people associate with unhealthy gambling.

Advertising supporting the nascent sports betting industry has not drawn the same level of scrutiny from regulators and lawmakers in the U.S. as counterparts in Europe, where several countries strictly regulate or even ban gambling ads, including those for sports betting.

The American Gaming Association, the gambling industry’s main trade group and lobbying arm, recently issued voluntary guidelines for sports betting advertising in a bid to stay ahead of possible government regulation.

Keith Whyte, executive director of the National Council on Problem Gambling, thinks the details of gambling ads haven’t been explored enough.

“In the U.S., if you say, ‘Gamble responsibly,’ you’ve now met the responsible gambling standard,” Whyte said. “It’s going to be a big issue. There’s heightened concern for people struggling with gambling addiction and relapse. And I don’t see a lot of discussion about this.”

Wayne Parry The Associated Press file This June 2018 photo shows bettors waiting to make wagers at the Borgata casino in Atlantic City hours after it began accepting sports bets.