Like the tropical island photoshoots for rival tobacco giants in the 70s and 80s, agencies working on sportsbook advertising over the past year have been living in a golden age of relative freedom. This era of might be coming to an end, however, as an MLS communication revealed Tuesday via Twitter:

The NFL, NBA, NHL, MLB, WNBA, NASCAR, MLS, plus Fox and NBC Universal have formed the Coalition for Responsible Sports Betting Advertising (CRSBA). According to the official release, it aims to regulate sports-betting advertising right across the digital and traditional media spectrum.

The coalition headed up by NFL’s VP of public policy and government affairs, Jonathan Nabavi, has come out swinging. The voluntary body listed “six principles” it intends to play hardball over, including ads targeting the underage and those not in “good taste.”

ensure that sports betting advertising is done appropriately and thoughtfully.”

Commenting on the coalition MLS’s senior VP emerging ventures Chris Schlosser said the CRSBA would work “to ensure that sports betting advertising is done appropriately and thoughtfully.” Meanwhile, the National Council on Problem Gambling commended the CRSBA, promising collaboration.

The move comes as local state governments begin to crack down on certain sportsbook ads. The AGA recently reformed its rules for betting marketing to ease some concerns.