Illinois Strengthens Gaming Advertising Rules, Enacts Ban on College Campuses

• Gambling
• 05 August 2025

Illinois's legal casino operators recently have less latitude to advertise.

The implementation of many regulation amendments pertaining to the marketing of the state's video gaming, sports betting, and casino businesses was announced by the Illinois Gaming Board (IGB) on Monday.  A major feature of the reform is the outright prohibition of gambling advertising of any kind on college campuses and in venues mainly used for university functions.

"By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits,” said IGB Administrator Marcus Fruchter. “These regulations provide for clear, consistent, ethical, and transparent advertising and marketing guidelines for all casino, video gaming, and sports wagering operations under IGB jurisdiction.”

After being authorized by the Joint Committee on Administrative Rules (JCAR) of the Illinois General Assembly in May and published by the Secretary of State in Illinois Register Issue 31, the new advertising regulations, according to the IGB, entered into effect on August 1.

State lawmakers and regulators, federal lawmakers, and proponents of responsible gaming have called for additional safeguards on how iGaming and internet sportsbooks reach consumers, as the gaming industries of online gaming and sports betting continue to gain traction in the United States.

If the SAFE Bet Act is approved by Congress, it will have the most effect on online sports betting.  The federal bill would outlaw any kind of advertising for sports betting during live sports programming and from 8 a.m. to 10 p.m.  The bill, which was written by US Representative Paul Tonko (D-NY) and Senator Richard Blumenthal (D-CT), would also prohibit sportsbooks from utilizing terms like "bonus," "risk-free," and "no-sweat bet." Promotions that induce play, like as odds enhancements, would also be prohibited.

College Advertising Prohibition

According to the IGB, sportsbooks and casinos are no longer permitted to advertise on college campuses.

“On any college or university media outlets such as college or university newspapers and radio or television broadcasts, or any sports venues used primarily for college and university events,” the IGB law states, such gaming operators are prohibited from publishing, airing, broadcasting, displaying, or distributing.  Additionally, it is illegal for sportsbooks and casinos to use images of college students, universities, and university environments in any of their promotional materials.

The IGB's updated regulations also require gaming companies to make it simple for customers to unsubscribe or choose not to receive marketing messages, even though the majority of licensed gambling operators already do so.  Additionally, licensed gaming organizations must refrain from hiring outside parties to handle their marketing or advertising.

The IGB's modification on advertising comes after a similar change was made in September 2024.  The IGB ordered its casinos and sportsbooks to stop using contentious terms like "risk-free" and "free bet" about a year ago.

Text on Responsible Gaming 

The recently enacted IGB advertising guidelines also mandate that responsible gaming messaging be included in all marketing, not just print and television.

Casinos, sportsbooks, and video gambling companies will have to choose from a variety of messages that the Illinois Department of Human Services will prepare for their advertisements, including social media posts.