Illinois Gaming Board expands advertising restrictions for gambling operators

• New rules ban gambling ads on college campuses and student media
• Operators must include responsible gambling messages in all promotions
• Measures aim to protect minors and vulnerable groups from gambling harm

The Illinois Gaming Board (IGB) announced on Monday, August 4, 2025, that it is adopting new rules to tighten restrictions on how licensed gambling operators advertise, market, and promote their services.

The move introduces specific bans on advertising in college environments and adds new safeguards intended to protect young people and individuals with gambling problems.

Stricter rules to protect vulnerable groups

The updated regulations apply to casinos, video gaming operators, and sports wagering providers across Illinois. They are aimed at reducing the exposure of gambling promotions to minors and people at risk of gambling-related harm.

“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 D. 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.”

Campus and youth-focused advertising banned

Among the most significant changes is a full prohibition on gambling advertising or promotions on any college or university campus. This includes university newspapers, radio and television broadcasts, and sports venues used primarily for college events. Operators are also barred from depicting university students, institutions, or campus settings in their promotional materials.

Operators are also barred from depicting university students, institutions, or campus settings in their promotional materials.

New compliance and transparency requirements

Under the new rules, gambling operators must keep records of all advertising and marketing materials, including when and how each was published or distributed. They are also required to allow customers to opt out of receiving marketing communications and must act on such requests promptly.

Promotional materials must now include responsible gambling text approved by the Illinois Department of Human Services. Additionally, operators may not enter into agreements with third parties for advertising services if the compensation depends on the volume or outcome of bets.

Broad application across gambling sectors

The IGB’s decision follows a five-year review of sports betting regulations, during which the Board concluded that similar advertising rules should be applied to video gaming and casino operations. The expanded measures reflect a broader push for ethical marketing standards across all forms of gambling within the IGB’s jurisdiction.

Illinois currently hosts 17 casinos, more than 9,000 licensed video gaming locations, and 14 active, approved sportsbooks.