New York bans AI-driven betting promotions without customer consent

The New York State Gaming Commission voted unanimously to bar mobile sports betting operators from using artificial intelligence, algorithmic profiling and machine learning to personalise promotions and wagering recommendations for individual customers.

The rule, modelled on an existing New Jersey regulation, would prohibit licensed sportsbooks and their affiliates from analysing customer data to tailor bonuses, odds, betting limits and product suggestions. Operators would also be barred from recommending specific wagers, wager types or amounts. Customers who give explicit consent are exempt. Parimutuel horse racing falls outside the measure entirely.

Commission Chairman Brian O'Dwyer said the industry had long claimed responsible gaming was central to its business model and warned that licensed operators must now demonstrate that commitment by sharing data across platforms to prevent restricted bettors from simply opening accounts elsewhere. "The industry is on notice," O'Dwyer said. "If the industry does not address it, then we will address it."