An online sportsbook in Massachusetts raised eyebrows with its explanation of an alleged violation of gambling rules.
According to the Massachusetts Gaming Commission, Bally Bet Sportsbook sent a promotional email to a player enrolled in the state’s Voluntary Self-Exclusion Program (VSE).
The sportsbook also sent five promotional emails to a different player who was actively on “cool off” status, another tool to mitigate sports gambling harm.
Massachusetts gambling regulators are considering what to do about the alleged violations. Under state rules, gambling operators can’t send promotional material to self-excluded players.
Promotional materials can be triggers for people with problem gambling.
It’s unclear how the MGC became aware of the alleged Bally Bet violations.
Bally Bet ‘Error’ Blamed for Issue
According to the MGC at its August 14, 2025, public hearing, Bally Bet Sportsbook said the impermissible emails were due to “a data processing error.”
MGC Commissioner Elieen O’Brien questioned how only two people were impacted by the error, including a single person on the Massachusetts sports betting self-exclusion list.
As of fiscal year 2024, there were roughly 500 residents on the sports betting list, all of whom must be in Bally Bet’s system and excluded from receiving promo material.
“OK, seems strange to me that data processing would only kick out two of these [players], but if you guys find it was more systemic, I would want to hear more about it,” O’Brien said.
The commission is still investigating the Bally Bet error.
Emails Could Trigger Gambling Relapse
It takes tremendous courage to sign up for a voluntary self-exclusion list.
When a sportsbook sends promotional materials to a self-excluded player, it undermines the purpose of responsible gambling safeguards.
Self-exclusion is a critical harm-reduction tool designed to help individuals with gambling problems avoid triggers.
Marketing to these players can prompt relapse, leading to chasing losses, emotional distress, and worsening addiction. Such actions may violate regulations, damage public trust, and expose the operator to fines or license sanctions.
The MGC could issue a fine to Bally Bet following the end of the inquiry.
Beyond legal risk, marketing to self-excluded players signals a disregard for player well-being, contradicting industry claims of promoting safe gambling.
Respecting self-exclusion lists is essential for the bare minimum of consumer protection.
Related: FanDuel ‘Error’ Blocked Addicted Sports Gamblers From Self-Excluding
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