Illinois: Statewide gambling ad restrictions expand to include higher education media and venues

The Illinois Gaming Board (IGB) has introduced expanded advertising regulations covering casinos, video gaming, and sports betting, including a statewide ban on gambling ads on college and university campuses.

The updated rules apply to all licensed operators within Illinois and are designed to implement what the IGB describes as "clear, consistent, ethical, and transparent advertising and marketing guidelines."

This regulatory update builds upon the marketing rules the state adopted in 2020 for sports wagering, now extended to all gambling sectors under the board’s jurisdiction.

The rules prohibit the placement of gambling ads or promotions on any college or university campus or through institutional media such as student newspapers, television, or radio stations. Ads are also not allowed in sports venues primarily used for collegiate events. Additionally, operators are barred from using imagery that includes college students, institutions, or campus settings.

IGB Administrator Marcus D. Fruchter said: “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.”

According to official 2023-24 data, there are 249 colleges and universities in Illinois, including 63 public and 186 private institutions. The new rules aim to reduce exposure to gambling content for underage audiences and those at risk of gambling problems.

Operators are now required to:

• Retain copies of all advertising and marketing content, along with detailed logs indicating when and how materials were published or distributed.
• Provide patrons with the ability to opt out of receiving marketing communications and promptly honor such requests.
• Include responsible gambling messaging in all advertising, using language prescribed by the Illinois Department of Human Services.
• Avoid engaging third parties for marketing services if compensation is tied to wager volume or outcomes.

These new standards apply across broadcast, digital, and print media. They also align with the board’s broader approach to unified gambling regulation across all platforms.

The IGB regulates a statewide gambling industry that includes 17 casinos, nearly 9,000 licensed video gaming locations, and 14 sportsbooks. As of July 1, Illinois imposed a new wagering tax on online sportsbooks: $0.25 per wager for the first 20 million bets placed within a fiscal year, increasing to $0.50 per wager thereafter.