US gambling industry under fire for celebrity spending and prediction‑market crackdown

A 2026 industry audit found that U.S. gambling operators spent an estimated $520 million on celebrity and athlete endorsements in 2025, while allocating only $60 million—just 1.5% of total marketing spend—to responsible‑gambling communications. The report, which reviewed 30 operators, noted total marketing expenditures of $3.9 billion, including $1.42 billion on TV ads and $980 million on digital performance marketing. BetMGM, DraftKings and FanDuel were highlighted as having the strongest responsible‑gambling communication strategies.

The American Gaming Association (AGA) warned that prediction‑market platforms could face the same regulatory crackdown applied to sweepstakes‑casino operators. In 2025, enforcement actions across 16 states targeted sports‑event contracts, resulting in more than $1 billion in lost state and tribal revenue. Five states—California, Connecticut, Montana, New Jersey and New York—passed bans on sweepstakes‑type gaming, while Arizona and Louisiana pursued enforcement under existing laws. AGA President Bill Miller said, “It’s not about the AGA or the gaming industry, it’s about states and tribes that are losing literally $1 billion…,” and pledged a coordinated effort to protect consumer safety and tax revenue.

Both reports highlight growing scrutiny of the gambling sector’s marketing practices and the potential for expanded regulation of emerging betting products.