Illinois Gaming Board Announces New Restrictions on Gambling Advertisements in State

^{New gambling restrictions will prevent ads and promotions at universities like the University of Illinois at Urbana-Champaign, pictured above. (Photo: Timothy Swope / Alamy)}

The Illinois Gaming Board (IGB) has adopted a new set of restrictions on advertising and promotions for licensed gambling in the state, covering marketing for casinos, sports betting, and video gaming.

The new rules were announced by the IGB in an Aug. 4 press release.

IGB Says New Rules Will Protect Vulnerable Users

The new rules are focused on protections for underage or otherwise vulnerable populations. This will build on the initial advertising rules set for sports betting in 2020. 

“By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits,” IGB Administrator Marcus D. Fruchter said in a statement. “These regulations provide for clear, consistent, ethical and transparent advertising and marketing guidelines for all casino, video gaming, and sports wagering operations under IGB jurisdiction.”

The new rules were published by the Secretary of State on Aug. 1, 2025. The new requirements include:

• A ban on any advertisements or promotions on college campuses, including on college-affiliated media like student newspapers or radio stations.
• A prohibition on depictions of colleges or their students in any advertising. 
• A requirement that gambling operators allow consumers the option to unsubscribe or opt out of any promotional materials. 
• A ban on agreements in which third parties conduct advertising or marketing for gaming operators where compensation is related to the volume of betting from customers. 
• A rule that all advertising materials must include problem gambling text. 
• A requirement that operators retain copies of all advertising and marketing materials, as well as records of when and how they were used.

Chicago Considering Expanding Video Gambling in City

The new regulations come at a time when the state of Illinois – and the city of Chicago in particular – are considering further expansion of gambling offerings.

Bally’s Chicago is currently under construction at the River West site, which will eventually replace the firm's temporary facility for operations in Medinah Temple. However, some members of the Chicago City Council are pushing for further gambling expansion in the city in the form of video gambling machines.

On July 16, Alderman Gilbert Villegas pushed for the installation of video gaming terminals (VGTs) at O’Hare and Midway airports in an attempt to capture customers waiting between flights. A separate proposal by Alderman Anthony Beale would legalize the machines in restaurants and bars across the city.

Since legalizing riverboat casino gambling in 1990, Illinois has steadily expanded its gaming industry with video gaming in 2009 and sports betting in 2019. The latest marketing rules signal a shift toward balancing economic growth with responsible gambling measures.