Gambling continues to be questioned as a panacea for all economic woes and extant literature reports escalation of tension between economic objectives and social/environmental responsibilities of the private enterprises that
promote gambling such as the casino operators (Chhabra & Gursoy 2007; Ham, Brown & Jang 2004). Recent studies refer to problem gaming as a public social issue instead confining their concerns to the clinical and medical forms of inquiry (Dyall, Tse & Kingi 2009). This redefinition of problem of problem gambling as an issue of social concern extends the notion of impacts beyond an individual level and emphasis on a broader spectrum of social harm because of excessive indulgence in gambling thereby extending the onus of responsibility to gaming operators and government (Dyall & Hand 2003). To date, only a handful of studies have examined the controversial link between gambling and the content of advertising messages designed by casino operators from the lens of socially responsible marketing. Recent studies in Australia and New Zealand note that the code of ethic are still remiss and remain invisible for the most part in marketing messages designed by casino operators (Binde 2009). This study extends this line of inquiry to the United States as no research to date has critically examined the online marketing message of casinos across the country using a socially responsible lens. The purpose of this study is to examine online marketing messages aimed at gambling tourists by casino operators in the United States to identify initiatives associated with responsible marketing.