June 29, 2017 | 5:37 am
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Sports Betting Has a Chance to Step Into the Sunlight

Imagine the virtuous cycle legitimacy will fuel! The increase in esteem and compensation for Vegas experts will incentivize a better quality of participants with a greater willingness to share. In some ways this is Hollywood fiction, while in other ways the skepticism is deserved. Anything less is prejudice.

The requirements of legitimacy should be no different than any other industry: fair business dealings; delivery of what is promised; accurate and honest promotion; a transparent business history allowing for review and audit. The qualms of the sports networks will be assuaged, freeing them to satisfy their growing appetite for sports betting content. Which team is expected to win, and by how much, creates compelling context for any sports conversation — going all the way back to David and Goliath! And when NFL.com covers an NFL coach talking about the point spread — like they did this season — it’s obvious that any remaining resistance is no more than perfunctory.

Adherence to a customer-friendly code of conduct will earn the industry respect while undermining the arguments of naysayers. The growth of a trusted marketplace will encourage a culture of free information flow, allowing sports bettors to judge for themselves which content, if any, is worth paying for. This standard cannot rely upon nuance. And beyond the minimum standards, businesses will aggressively compete to provide the customer with ever greater value.

Considering that countless hours are spent on these networks previewing games — it’s only logical to include Vegas odds, the most accurate predictor of sporting event outcomes. Now, finally, sports betting has the chance to step into the sunlight.

RJ Bell speaks about sports betting in the mainstream media tomorrow afternoon at SXsports.

Lotteries, poker rooms, and casinos are everywhere these days — resulting in a general waning of the taboo associated with gambling. Yes, trillion with a T! It’s estimated that half of adult Americans bet something on this year’s Super Bowl.

Yet, sports betting’s reputation, in the minds of some, is still unsavory. Even so, accepted standards help by stigmatizing those who reject them — while those who do comply to the transparency requirements will have a much harder time covering up wrong-doing. So it makes sense that the ever expanding national sports networks (television and radio) have embraced the Vegas perspective in their hunt for differentiated content.

. Betting on sports has been big business for a long time, but what’s different recently is the modern media’s acceptance of this reality. Bettors will be empowered to make fully informed decisions, no longer inhibited by the shadows.

The sports betting industry cannot move toward this future until zero-tolerance for unethical behavior becomes the standard. I personally pledge to champion this necessary journey.

This post is part of a series produced by The Huffington Post and SXSW, in conjunction with their annual festival (March 7-16, 2014, in Austin, TX.). It’s the responsibility of sports bettors themselves to accept nothing less. There’s no reason the sports betting cannot compare favorably to the investment industry. It’s impossible for any industry to totally eliminate that. Anytime money is involved, some will try to steal. It’s the responsibility of the industry to work together toward this goal. Reuters estimates one trillion dollars is bet annually on sports worldwide. To see all the posts in the series, click here; for more information on SXSW Music, Film and Interactive, click here.

My vision is no utopian fantasy. Once the standards are comparable, treatment by the mainstream — including the press — deserve to be comparable. The industry must make a clean break from the objectionable elements of its past — establishing a new, clear standard of professionalism. It’s vital that both sports bettors and the sports media are able to identify at a glance the legitimate from the illegitimate.

Sports betting is booming. It’s not surprising that a business which has historically taken place in the shadows has a history of shadowy dealings