Massachusetts Launches “Safer Bets Start Here” Campaign

The Bay State is stepping up its responsible gambling campaign this summer. 

The Massachusetts Gaming Commission has officially launched a new “Safer Bets Start Here” public awareness ad campaign. The focus is on educating residents about legal gambling sites, as well as the dangers presented by illegal operators. The state regulator hopes the effort will help bring bettors back to the state’s regulated market.

The MGC confirmed the ads will run throughout the 2026 World Cup.

Focus On Protecting New Jersey Gamblers

While the campaign could increase tax revenue from regulated sports betting, the regulator’s goal is to protect bettors. MGC Commissioner Eileen O’Brien made that clear in a statement announcing it last week.

The Massachusetts Gaming Commission requires legal operators to prioritize consumer protections and responsible gaming, employ technology that prevents underage access, and ensure data and funds are secured. Illegal operators put your data and funds at greater risk. This awareness campaign is intended to inform Massachusetts residents about the legal options to wager if they choose to gamble.

The ads will also include information on programs and resources to help bettors struggling with problem gambling. 

Campaign Walks Fine Line

The MGC’s campaign aims to protect bettors by highlighting the benefits of the regulated market. The ads will show residents why it's safer and what dangers exist when using gambling platforms outside of the legal market. 

The biggest challenge for the “Safer Bets” campaign is promoting the legal market without enticing people to participate. While it wants to target existing bettors, non-bettors will also be subjected to the ads. It’s important to ensure that viewers understand that no form of gambling is truly “safe”; otherwise, the state could unwittingly lead some residents to place bets without understanding the risks. 

A Shot at Prediction Markets?

While the campaign doesn’t specifically address prediction markets, it's clear the regulator has those in mind. Commissioner Nakisha Skinner delivered a statement about the new campaign that seemed directed at the emerging industry.

Gambling inherently involves risk, but if you choose to bet, using a regulated operator can reduce that risk by ensuring your money is secure, and your bet is backed up by the commission’s regulatory structure.

While prediction markets remain protected under federal law, they are not subjected to state gambling regulations. That means the MGC has no power to help residents if issues arise. While this is also true for offshore sportsbooks, the lack of a distinction from MGC commissioners speaks volumes.