The American Gaming Association (AGA) has published a new edition of its Responsible Gaming Statutes and Regulations Guide, providing a detailed examination of how U.S. regulators and operators are addressing the risks associated with problem gambling. The update marks a clear shift from voluntary best practices to formal requirements, with states increasingly holding operators to account. “About two-thirds of commercial gaming jurisdictions now require operators to establish and file a responsible gaming plan with regulators compared to about half in 2022,” explained the association.
“Responsible gaming programmes are a critical part of the U.S. gaming industry’s everyday business,” the AGA added. “The central goal of these programmes is to ensure that patrons are able to responsibly enjoy gaming as a form of entertainment while lowering the potential for risky or problem gambling.”
Proactive prevention
One of the most significant changes in the AGA’s 2025 update is the growing number of rules around gambling ads. “Over eighty percent of commercial gaming jurisdictions have instituted detailed advertising rules, up from seventy percent in 2022,” the guide reveals.
These rules now go beyond simple prohibitions against targeting children. States like Illinois, Massachusetts, New Jersey, New York and North Carolina have, since 2022, enacted requirements that explicitly forbid gambling advertisements in media where “a certain percentage of the audience may reasonably be expected to be underage.”
The use of data and automated tools to identify at-risk behaviour is also encouraged. The guide reveals that “Colorado, Massachusetts, New Jersey and North Carolina have implemented rules that require the use of data and automatic algorithmic triggers for responsible and problem gambling intervention.” Operators are now expected to identify problematic patterns before harm escalates, the AGA explains.
Mandatory responsible gaming plans now the norm
According to the AGA, 28 jurisdictions now require licensees to submit comprehensive responsible gaming plans.
These plans “often require employee training and public awareness efforts,” the guide states.
Self-exclusion programmes, already a cornerstone of most responsible gambling strategies, are now mandated in every U.S. commercial gaming jurisdiction: “All 38 jurisdictions require gaming or sports betting operators to adopt self-exclusion programmes,” the guide confirms.
Restrictions on extending credit and funding treatment services are also increasingly enshrined in law. A total of 35 states have rules limiting or banning the use of house credit, while 32 have established funding mechanisms for research and treatment. Indiana, Kentucky, North Carolina and Vermont have all gone further, introducing “dedicated additional annual funding for responsible gaming research, treatment and funding.”
New technologies, new risks
Since the guide’s last publication in September 2022, the U.S. gambling map has continued to change. Internet gaming has been legalised in Rhode Island, and four additional states have adopted sports betting regulations with responsible gambling provisions.
The AGA says that mobile betting and iGaming have driven a noticeable increase in regulatory sophistication.
“The expansion of mobile sports betting and iGaming since 2022 has coincided with an increase in complexity, sophistication and breadth of responsible gaming rules,” the guide notes.
That complexity includes tighter controls on financial transactions: 17 jurisdictions now restrict the use of credit cards or public benefit funds for gambling. And as gaming becomes more digitally integrated, player protection is being engineered directly into platforms. Twenty-nine states now require tools for players to set “limits on deposits, losses, wagering amounts and/or time spent gambling.”
Industry says efforts go beyond legal minimums
While the AGA’s new guide catalogues regulatory mandates, the organisation is keen to stress that many operators do more than what is required by law.
“The gaming industry’s full efforts to promote responsible gaming and address problem gambling go far beyond the legal requirements prescribed in this resource,” the AGA stated.
“AGA members commit to compliance with the AGA Code of Conduct for Responsible Gaming, regardless of whether provisions of the code are mandated by regulations in the jurisdictions where they are licensed,” the organisation said.
The industry “commits nearly half a billion dollars each year to responsible gaming initiatives,” including academic research, employee training, and public education.
A patchwork tightening into a framework
Though every state retains autonomy over its gambling laws, the AGA’s new guide suggests that regulatory frameworks are beginning to converge around a set of common expectations.
Thirty-five states require on-property signage about responsible gambling. Thirty-four restrict advertising content. Thirty stipulate staff training. And nearly all now impose restrictions on intoxicated patrons, the extension of credit, and the acceptance of certain financial instruments.
“Although responsible gaming laws and regulations vary greatly, many can be summarised into the following broad categories,” the AGA writes.
