March is Problem Gambling Awareness Month, a grassroots campaign that includes counselor trainings, health-screening days, social-media campaigns and many other activities to increase public awareness of problem gambling and the availability of recovery, treatment and prevention services. My hope is that gambling operators across the state and country will take this call to action seriously.

While most people who gamble do so responsibly,  5 million Americans may experience a gambling problem every year. The effects of gambling addiction extend beyond the addicts themselves, negatively impacting their families and communities along the way. And these effects could be heightened as gambling becomes more available throughout the U.S., if operators don’t strengthen their responsible gambling measures.

New opportunities for gambling are arising every day as more states legalize various forms of gambling, whether through esports, horse racing, brick-and-mortar casino gaming, online casino gaming or sports betting. Thirty states and the District of Columbia have live, legal sports betting, with another three states soon to be operational and another seven with active or pre-filed legislation/ballots in 2022.

These developments present the gambling industry with attractive commercial opportunities. But to be successful and sustainable in the long run, the industry needs to seize these opportunities in a reasonable manner.

A big and growing industry

Sports betting was legalized in New Jersey in June 2018, and since then it has become a $10 billion industry, with $102.6 million in state tax revenue generated last year. This revenue helps a range of programs throughout the state, including treatment centers, but it’s not a sufficient remedy in and of itself for problem gambling in the state.

I would argue that an even larger portion of this tax revenue may need to be dedicated to helping problem gamblers, not just through treatment centers but through research into the root causes of addiction and how operators can incorporate the data into their safety protocols.

With gambling opportunities expanding throughout the country, it’s more important than ever that gambling companies educate their new and existing customers on the dangers of problem gambling and best practices for responsible gambling.

These operators need to utilize all technologies available to track problematic gambling behavior and restrict those gamblers’ access to their platforms. Gambling companies are able to collect a range of data points that point to addictive gambling behavior — or “markers of protection” — and these must be incorporated into their compliance and safety practices.

Protect problem gamblers

While it’s understandable that gambling companies may want to increase their revenues and customer base through advertising, it must be conducted in such a way that problem gamblers are still protected. Digital advertising mediums, which allow users to opt out of related advertisements, are preferable to those that gamblers can’t avoid.

Gambling companies should consistently reevaluate their regulatory compliances to ensure they’re meeting the changing needs of gamblers and addressing new ways that gambling habits can become unmanageable.

Operators can also fund responsible gambling initiatives that are exploring new ways to reach gamblers and those in high-risk groups, like college athletes. For example, Entain Foundation U.S. — for which I serve as a trustee alongside Princeton Public Affairs Group partner Bill Pascrell III and former New York Giants wide receiver Amani Toomer — sponsors or partners with a range of responsible gambling organizations.

Responsible gambling is often referred to as “sustainable gambling” and for good reason: The gambling industry and the thousands it employs throughout the country cannot hope to continue if it doesn’t adequately address problem gambling in all forms.

Putting aside the obvious moral imperative for operators to protect customers from harm, it’s in their own financial best interest to ensure the industry is properly regulated, that customers are given the proper tools and education to avoid problematic behavior, and that resources are dedicated to the treatment centers, counselors and support groups that are on the front lines of combating problem gambling.

As Problem Gambling Awareness Month approaches, it’s up to the companies that facilitate gambling to do their part in protecting vulnerable populations. We’re past the point of awareness — it’s time for action.