Illinois Plans New Responsible Gambling Marketing Rules

Jonathan Rodriguez

Written by: Jonathan Rodriguez

Published: Wed Sep 16, 2026, 11:00 am ET

Read Time: 4 minutes

Illinois Plans New Responsible Gambling Marketing Rules

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Illinois could become the first US jurisdiction to restrict targeted gambling marketing after self-exclusion ends.

The Illinois Gaming Board (IGB) has proposed a Marketing Exclusion List for former self-excluded players. The proposal would prevent operators from targeting those customers for at least 12 months after exclusion ends.

The IGB modeled the concept on responsible-gambling approaches used in international markets, including the UK and Australia. If adopted, Illinois would bring that post-exclusion marketing protection to the US market.

The proposal forms part of a wider overhaul of Illinois' Self-Exclusion Program (SEP). The IGB also wants to expand the program to video gaming terminals (VGTs) and daily fantasy sports (DFS).

Illinois Targets Post-Exclusion Gambling Marketing

Under the proposed rules, operators could not use customer information to send targeted gambling promotions for 12 months after a person's exclusion period ends.

However, the restriction would not block general promotions available to the wider public. Operators could still advertise those offers without specifically targeting former self-excluded customers.

The proposal therefore focuses on personalized marketing rather than imposing a broader advertising ban. That distinction could create new compliance requirements for casinos, sports betting operators and other gambling businesses.

The change would also extend Illinois' existing marketing protections. Current IGB rules require casinos to remove self-excluded players from mailing lists and marketing databases.

The proposed policy would take that protection beyond the active exclusion period. It could also give former participants more time before operators can directly attempt to re-engage them.

For US online sportsbooks, the change could require additional controls over customer databases and promotional campaigns.

VGT Expansion Addresses a Major Gap

The IGB also plans to bring Illinois' extensive VGT network into the statewide self-exclusion framework.

Illinois has more than 50,000 VGTs operating across bars, restaurants, truck stops and other licensed locations. Those machines currently do not check player IDs against the state's self-exclusion list.

That creates a significant gap in player protection. The proposed expansion would extend self-exclusion coverage into a much larger network of gambling machines.

The change would give people enrolled in the SEP protection across gambling environments that currently operate outside the program. It would also align VGTs more closely with the safeguards already used for casinos and sports betting.

DFS Would Join Illinois' Self-Exclusion Framework

The proposed overhaul would also bring daily fantasy sports into the regulatory framework.

The IGB voted to include DFS in the expanded player-protection approach while applying a strict 21-and-over age requirement. That move would place another gambling-related activity under stronger responsible-gambling controls.

The broader changes reflect the growing range of gambling products available to Illinois consumers. Regulators now oversee casinos, sports betting and a vast statewide VGT network.

As a result, the IGB wants the SEP to cover more forms of gambling instead of limiting protections to traditional gaming venues.

Fruchter Calls for Self-Exclusion Modernization

IGB Administrator Marcus Fruchter said in a statement that regulators must update the SEP as Illinois gaming evolves.

"Modernization and expansion of the SEP must keep pace with the evolution of Illinois gaming in a thoughtful and intentional manner," Fruchter said.

"The IGB is committed to ensuring that the SEP continues to evolve, expands coverage, serves the needs of program participants, and best supports people in their treatment and recovery journeys without barriers and stigma," he added.

The proposed changes would also address barriers that can discourage people from joining the program. The IGB wants to introduce six-month, one-year and three-year exclusion options.

Those options would replace the current five-year minimum, giving participants more flexibility when choosing an exclusion period.

The agency also plans to introduce online registration. That option could reduce the stigma associated with signing up for self-exclusion in person at a casino.

Together, these changes would make the program more accessible while expanding its reach across Illinois gambling.

Illinois Proposal Still Faces Regulatory Review

The IGB's proposals remain subject to Illinois' administrative rulemaking process. The agency must complete the required review before the measures become final rules.

The Joint Committee on Administrative Rules (JCAR) will review the proposed regulations. That process typically takes between six and 12 months.

Therefore, the rules could take effect around mid-2027 if the process proceeds without significant delays or changes.

The review also gives stakeholders an opportunity to comment on the proposals. Regulators could adjust the final language before implementation.

If adopted, the Marketing Exclusion List would give Illinois a distinctive position among US gambling jurisdictions. The state would not simply prevent active self-excluded players from receiving targeted promotions.

Instead, it would continue that protection for a defined period after exclusion ends.

The combination of post-exclusion marketing restrictions, VGT coverage, DFS oversight and easier enrollment would significantly broaden Illinois' responsible-gambling framework. It would also show how regulators are adapting player protections to a market that now extends well beyond traditional casinos.

Jonathan Rodriguez
Jonathan Rodriguez

Jonathan is an avid basketball fan, and is often looking forward to the next upcoming NBA season when not checking players' stats during games. He also likes to keep his ears on the ground for the latest rumblings in the online casino industry.

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