The Massachusetts Gaming Commission voted Thursday to temporarily waive a ban on affiliate marketing in the state ahead of the March 10 digital sports betting launch date. The waiver will be in effect until April 14 as the commission studies the issue in advance of potentially revamping the rule.
The vote came three days after the MGC heard from affiliate marketers — including a representative from Better Collective, the parent company of — and operators, who said that affiliate marketing helps to tamp down the black market, is a way for stakeholders to get responsible gaming messaging out to consumers, and focuses marketing on those interested in wagering vs. mass marketing to all consumers.
The move comes as most states are tightening their advertising rules, but ahead of the digital launch. Massachusetts regulators have already created the most stringent advertising and marketing guidelines in the country.
NY tightening up ad rules, too
On the same day that the MGC hosted its roundtable to discuss affiliate marketing, the New York State Gaming Commission clamped down on advertising, unanimously approving a regulation that will prohibit operators from marketing to underage consumers. A similar regulation already exists in Massachusetts.