The sports betting industry is wondering if its relentless advertising is too much for spectators and fans.

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SBC Summit North America, a major international sports betting convention, is taking place this week, with people expressing concern about a possible backlash that could result in governments limiting sports betting advertising, as happened in Europe. Associated Press reported.

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In Europe, teams have a “whistle-to-whistle” ban on sports betting advertisements that appear in sports broadcasts in the UK. All gambling advertisements have been banned in Italy since 2019, and Spain has banned gambling firms from players. Spain restricts gambling advertisements to airing only from 1 a.m. to 5 a.m.

The US has not yet enforced such rules on sports betting advertisements. Jeff Fernandez, vice president of business development and enterprise for the New York Jets, said the industry and its partners “must make sure we don’t go on a whistle-to-whistle ban like it does in the UK”.

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Joe Asher, president of sports betting for gambling technology company IGT, warned of “a backlash to the advertising running today, and its running in excessive amounts”.

“It’s not something that lends itself to self-regulation,” said Asher, former CEO of gambling company William Hill. “I worry about when we will get to that stage.”

Bill Miller, president of the American Gaming Association, the national trade association of the gambling industry, said the current output of advertisements was “an enduring arms race”.

“Is this annoying?” asked Miller. “Is it too much? It’s a permanent thing.”

For more reporting from the Associated Press, see below.

The Jets, like most other pro sports teams, heavily promote many of their sports betting partners during games, including logos on the building, scoreboard mentions and advertisements for the in-stadium sports betting lounge.

One of the most frequent advertisers is Caesar Entertainment, whose commercials feature the actor playing Caesar. At Thursday’s conference call, Ken Fuchs, senior vice president of games for Caesars Digital, echoed the warning the industry says it has with regards to advertising.

“You have to take a lesson from the UK: you have to self-regulate,” he said. “It’s about how a customer interacts with Caesars as a brand. It’s not about yelling at people: ‘Free money! Free money! Free money!’ That’s what humiliates people.”

Johnny Avello, director of race and sports book operations for DraftKings, said his company’s current level of advertising is working as planned.

“I was at the (train) terminal in Hoboken yesterday and I saw DraftKings on every kiosk and on every wall,” he said. “And I think it’s effective. It works.”

Pointsbet said advertising is needed to attract new customers and capture existing ones.

“We’ve taken a focused approach by getting to what our speculators want and where they are,” said the company’s chief marketing officer, Kyle Christensen. “We have a philosophy of not spending irrationally but being aggressive and disciplined. It has served us well, made our users happy, and will continue to be our approach looking at future advertising budgets.”

On Thursday, PointsBeat debuted two new commercials featuring recently retired New Orleans Saints quarterback Drew Brees, telling people how to live their “bet life.”

And on Thursday night, the NFL was set to launch a responsible betting ad during the Dallas Cowboys-New Orleans Saints game, urging people to “only bet what you can.”

FanDuel and BetMGM, two other major advertisers, declined to comment. FanDuel became official provider The number of sports lines and betting odds for The Associated Press in a commercial agreement beginning in April.