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The largest online gambling operators in the US have joined forces to form the first industry-led responsible gaming standards.

A collaboration of companies including FanDuel, DraftKings, BetMGM, Entain, MGM Resorts and Bally’s have created a 12-point pledge to improve responsible online gaming in the market.

The announcement coincides with this month’s designation as Responsible Gaming Education Month by the American Gaming Association (AGA).

FanDuel VP of responsible gaming Adam Warrington said: “FanDuel is committed to collaborating and partnering with every participating operator, and our entire industry, on these 12 principles of responsible online gaming.

“Collectively, we have the privilege and opportunity to set the standard for what it means to be a responsible operator by leading from the front and collectively enabling our customers to enjoy our products, responsibly.”

The 12 principles are listed below:

The 12 principles are derived from the following four core attributes:

We participate only in legal markets that provide consumer protections.

We strive to instil responsible gaming culture throughout our respective businesses.

All forms of online gaming should be a fun activity and enjoyed as a form of entertainment.

While the vast majority of individuals can enjoy online gaming in a responsible way, some individuals need additional tools and support related to their gaming activities.

BetMGM chief legal officer Joshua Jessen: “While we operate in a highly competitive industry, we are proud to stand together with our colleagues to adopt these important principles.”

The 12 principles include a commitment to take active steps to prevent underage and excluded individuals from participating in any form of gaming.

Additionally, the principles include the adoption and promotion of a unified nationwide responsible gambling helpline, as well as socially responsible advertising which avoids imagery that might entice minors in its marketing content.

Joshua Jessen, chief legal officer at BetMGM, said: “While we operate in a highly competitive industry, we are proud to stand together with our colleagues to adopt these important principles.

“Creating a consistent standard of responsible gaming measures across the board greatly strengthens our collective commitment to our customers, employees, and the communities where we operate,” he added.

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