The FTC is calling for tighter controls on gambling ads, saying many current campaigns are deceptive or unfair — especially when they don’t clearly disclose risks, odds and bonus terms. This is a big change in the regulatory landscape for online casino and sportsbook ads.

In a recent statement, the FTC said “advertising must be truthful and not misleading, and advertisers must have evidence to back up their claims”, as outlined in their official Advertising and Marketing Basics guide. No new federal laws have been passed yet, but this is a sign of increased ad compliance scrutiny, especially in the booming online gambling space.

Online gambling is projected to generate $23 billion in revenue by the end of 2025, and 38 U.S. states have legal betting — so the competition is fierce — sometimes at the expense of clarity and transparency. Regulators are particularly concerned about underage exposure and misleading bonus offers, especially on social media and mobile.

Several U.S. states are also passing their own ad restrictions, including requirements for clearer disclosures and limits on promotional language. With state-level efforts and the FTC’s growing involvement, the industry may soon have a patchwork of compliance requirements.

Bottom line:

The U.S. gambling ad market is one of the most profitable but the window for sloppy or vague ad practices is closing. Smart advertisers and networks should get ahead of the curve — or be a cautionary tale.

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