AGA Issues Updated Code of Conduct for Responsible Gaming

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Thursday, August 31st, 2017 | Written by Shane Larson

The American Gaming Association (AGA) has always tried to distance itself from the debate about online gambling in the United States, but with its most recent release of an updated Code of Conduct for Responsible Gaming, the organization has now addressed the topic of online gambling specifically. As a statement subsequently released by Russell Sanna, executive director of the National Center for Responsible Gaming, explained:

“Responsible gaming practices are for everyone involved with gaming. Our collective efforts to constantly improve responsible gaming will provide for a healthy industry that benefits local communities and our nation.”

AGA

The AGA was set up in 1994 with the intention of lobbying for the ever expanding interests of land-based casinos spread out across the country. The original members of the AGA were comprised mostly of casino executives and owners, a few employees, as well as some representatives of different gaming product companies. Following its inception, though, the AGA’s membership has since grown to include tribal casinos, commercial casinos, and suppliers, among others, and the enterprise now helps support the USA’s $240 billion casino industry which provides more than 1.7 million jobs in at least 40 states.

Needless to say, it is one of the most effective gambling interests groups in existence for the industry, with its mission statement explaining its goal of becoming “the single most effective champion of the industry, relentlessly protecting against harmful and often misinformed public policies, and paving a path for growth, innovation and reinvestment.”

Code of Conduct

The AGA for the first time has included online gambling in the code of conduct that it recently released, marking an important turning point in how online gaming interests and land-based casinos relate to one another in the US. While a code of conduct has always been a part of the AGA’s mission, this update has language that is consistent with the standards of the industry, and has been made to include the latest societal, technological and legal progress made in the industry.

Furthermore, this edition is also consistent with the online and mobile gaming industry, as many of the gaming requirements and standards are the same across all types of gambling. One specific mentions in the code is the need to prevent underage gambling online, while other changes include more transparency over casino game odds, payouts, and advertising, as well as clearer instructions for customers who want to learn more about responsible gaming and gambling addiction. Overall, responsible gambling continues to be an integral part of the AGA’s overall mission, and as the organization’s president and CEO Geoff Freeman, explains:

“The AGA is proud to be the leading voice behind the gaming industry’s continued commitment to responsible gaming. AGA members have made responsible gaming a year-round commitment and will continue to train their employees in the most effective practices to ensure all our customers enjoy the casino gaming industry responsibly.”

iGaming Progress Being Made

In 2014, the AGA stated that internet gambling was “an issue that the association cannot lead on,” so the latest development comes as a quite a surprise for the industry. It apparently said this at the time because there were so many differing beliefs between the various casinos regarding the legality and potential benefits of online gambling. Many brick-and-mortar casinos were worried that the online gaming world would eat into their business and customer base, but the experience of New Jersey’s online gambling market has proved this to be a false belief. In fact, internet gaming actually complements the operations of land-based casinos, with the partnerships established between land casinos and their online counterparts largely responsible for helping to turn the Garden State’s gambling market around following years of decline.

Times have certainly changed in gambling, and that is evidenced by AGA’s new code of conduct that includes language unlike anything it has produced before. While the organization has yet to lobby for the online gambling industry, or try to legalize online games, this latest development certainly appears to be a positive step in the right direction.