A new study released by the University of Bristol in England found that 75% of the non-sponsored social-media content put out by four major U.S. sportsbooks — BetMGM, DraftKings, ESPN BET and FanDuel — did not comply with the American Gaming Association’s responsible marketing code.

The AGA, however, quickly disagreed with the findings, with the association’s senior vice president, Joe Maloney, calling them “an irresponsible misinterpretation of the code.”

The AGA’s code contains the bullet point: “Each message will contain a conspicuous responsible gaming message, along with a toll-free helpline number, where practical.”

It’s the “where practical” part that seems to be the crux of the dispute here.

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