A few weeks ago we devoted an entire show to how betting operators in America were pushing the envelope of advertising their sports betting apps. We argued that the situation was rapidly escalating, and that it had the potential to follow the same path as what’s currently happening the United Kingdom.

Right now, the UK is facing monumental changes to their gambling industry regulation, and it all stems from a public push back against the betting operators there. Industry opponents took full advantage of the situation by pushing the threat of gambling addiction to the forefront, even though the problem gambling rate is just 0.2% in the country.

Now, however, the major players in the American sports betting industry have come together to form a responsible gaming partnership, and they are hoping to set a new standard that will avoid the scenario we watched play out in Britain. The partnership has an agreed set of industry benchmarks to promote responsible gaming in the US.

That 12 point responsible gaming pledge has been adopted by six betting operators, which are DraftKings, FanDuel, BetMGM, Entain, Bally’s, and MGM Resort. And the points are based on four attributes, beginning with the agreement to participate only in legal markets that provide consumer protections.

Additionally, they agree to strive to instill a responsible gaming culture throughout their businesses, while maintaining that online gaming should be a fun activity and enjoyed as a form of entertainment.

Lastly, and perhaps most importantly, they agree that the majority of players can enjoy online gaming responsibly, but recognize that there are  some who will need additional tools and support to help manage their gaming activities in a responsible manner.

This collaboration between the betting operators also includes a commitment to train their employees in responsible gaming, and to continuously monitor their players, responsible gaming programs, and ensure compliance with applicable standards.