The proposed legislation centers on two main areas: the volume of ads during live sporting events and stricter guidelines on promotional messaging. One component seeks to restrict the frequency of sports betting commercials aired on television, radio, and digital platforms, aiming to reduce saturation that might push casual viewers toward impulsive wagers. 

The bill also includes provisions to ban or heavily limit ads targeting individuals under 21, reflecting an intention to shield minors from gambling exposure. Another section addresses direct marketing techniques, such as promotional texts and app notifications—often used by operators to lure players back. Should the bill pass, operators may be required to present disclaimers more prominently, with disclaimers about potential risks and helpline numbers taking center stage in promotional materials.

Unsurprisingly, sports betting operators and industry associations have voiced concern over the legislative proposal. They argue that ads serve as a channel for brand differentiation and help newly legalized sportsbooks compete fairly. 

Without robust marketing, the regulated market might struggle to steer bettors away from offshore or unregulated sites. In effect, a clampdown on ads could undercut the ability of legitimate operators to inform players about safer gambling tools, sign-up offers, or accountability measures.

Some operators also worry about inconsistent rules across jurisdictions. If Massachusetts passes stringent ad caps while neighboring states remain more lenient, national brands will have to modify campaigns region by region. This fragmentation could increase compliance costs and, ironically, push major ad campaigns to states with fewer restrictions, potentially distorting the competitive landscape.