The author examined how and why online gambling trade associations have developed responsible gambling codes of conduct. Overall, the author argued that trade associations have used responsible gambling codes of conduct at moments of opportunity. They seek to shape their members’ regulatory environment. They also aim to circulate a particular understanding of how gambling-related risks should be regulated. The author argued that responsible gambling remains the ethical underpinning for gambling regulation. But there is growing consensus that a public health approach is critical in preventing and minimizing gambling-related harm.