Illinois regulators are advancing what could become the first gambling marketing exclusion program of its kind in the United States. The proposal would allow people leaving the state’s voluntary self-exclusion program to avoid direct gambling advertisements for at least 12 months after their exclusion period ends.
The initiative is part of a broader effort by the Illinois Gaming Board (IGB) to modernize its self-exclusion framework as legal gambling continues to expand throughout the state. Regulators say the changes are intended to reduce barriers to participation in responsible gambling programs while adding new consumer protections.
Under the proposal, people completing a self-exclusion period could choose to join a marketing exclusion list that prevents licensed gambling operators from sending them direct advertising materials. The restriction would apply to targeted marketing efforts such as emails, text messages, promotional mailers and similar outreach.
Formerly self-excluded players would still be allowed to participate in legal gambling activities, including sports betting and casino gaming. They would also remain eligible for public promotions available to all customers. The key distinction is that operators would be prohibited from actively marketing to those individuals during the exclusion period.
According to the IGB, research has linked gambling advertising exposure to increased gambling activity and gambling-related harm, particularly among people considered at heightened risk. Regulators said those findings contributed to the decision to propose the marketing exclusion framework.
The IGB has described the proposal as a first-of-its-kind measure in the United States. While similar programs have been established in countries including Australia and the United Kingdom, no U.S. jurisdiction currently operates a comparable statewide gambling marketing exclusion list.
The board said its goal is to ensure responsible gambling protections evolve alongside the industry’s growth. Illinois has experienced significant gambling expansion over the past two decades, including the introduction of legal sports betting following state gaming reforms.
The proposed marketing exclusion measure is still moving through Illinois’ rulemaking process. Before it can take effect, it must undergo public review and consideration by state regulatory bodies. The timeline for final approval remains uncertain.
The proposed marketing restrictions are only one part of a larger package of reforms. Illinois officials are also looking to introduce more flexible self-exclusion options.
Currently, participants generally face lengthy exclusion periods. Under the proposed changes, new enrollment choices would include six-month, one-year and three-year terms alongside longer exclusion options. Regulators believe additional choices could encourage more people to seek help when they feel their gambling activity is becoming problematic.
The state is also exploring expanded enrollment methods. At present, people typically must enroll through approved in-person locations. Future enhancements could include remote registration options and online enrollment tools designed to make the process more accessible.
Illinois first launched its self-exclusion program in 2002. Regulators say updating the program is necessary to reflect changes in the gambling landscape and modern approaches to responsible gaming.
If ultimately approved, the marketing exclusion list would represent a notable development in gambling regulation, potentially providing a model for other states evaluating how advertising practices intersect with responsible gambling efforts.
