The state’s gaming commission searched for the edges of their regulatory authority this week, when they were briefed by experts and insiders on how advertising works in the industry they hope to wrangle.

“Broadcasters have been responsible stewards of the public’s airwaves for more than a hundred years,” Jordan Walton, of the Massachusetts Broadcasters Association, told the commission. “While this is new to our broadcasters in Massachusetts, our colleagues in 30 or so other states have been handling advertising of gaming responsibly.”

The state’s new sports wagering law, signed this summer by outgoing Gov. Charlie Baker, requires the commission to set rules around how gambling is advertised and who those ads reach.