Sports betting and gaming operator BetMGM has announced a new pledge to promote responsible gambling in advertising, which will be on show across the US and Canada.

As part of the pledge, responsible gaming messaging will be featured within BetMGM’s mobile app and advertisements ranging from billboard marketing to television, print and radio ads.

The campaign begins Mar. 1, aligning with the start of Problem Gambling Awareness Month.

Adam Greenblatt, BetMGM CEO, commented: “We are committed to leading the industry in promoting responsible gaming, which is why we’re announcing this unprecedented pledge to spotlight responsible gaming messaging in our advertising.

“As the legalized sports betting and online gaming industry continues to expand, it is vital that we not only equip players with tools and resources for how to play in a responsible and safe manner, but that we also make a significant commitment to showcasing responsible gaming in our advertising.”

Additionally, responsible gaming messages and banners will be incorporated into BetMGM’s digital and social platforms, as well as on property signage within its physical sportsbooks.

Greenblatt added: “While today’s announcement is a significant step forward, one that we hope other operators will follow, we also know that this is just the start. Research is essential to progress and will make an important contribution to tackling problem gambling.

“We are committed to protecting players across the country and have partnered with The International Center for Responsible Gaming (ICRG) to help better understand and tackle the issues around advertising and problem gambling.”

Responsible gaming messages were developed in partnership with GameSense, a responsible gaming program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation (BCLC).

Bill Hornbuckle, MGM Resorts CEO & President, said: “With the continued growth of sports betting and igaming, it’s imperative that our industry remain committed to supporting the best interests of our guests and customers.

“MGM Resorts is the premier leader in gaming entertainment, and GameSense has helped us set the standard for promoting responsible gaming and prioritizing player health. We commend BetMGM for this groundbreaking commitment.”