The UK Government and regulatory authorities have recently expressed their concerns over certain issues related to gambling. Experts still believe that the increasing number of young people who consider gambling and betting operations as pretty normal after reaching a great variety of commercials over TV programmes’ and sporting fixtures’ breaks.
However, the UK Department of Media, Culture and Sport as well as several regulatory bodies have expressed their anxiety with gambling advertisements that are broadcast on daytime TV. This is exactly why the latter are very likely to be banned as a preventive measure over the fears they have major impact on children.
Up to date, advertisements related to sports betting and bingo activities are allowed to be aired before 9 PM. Under current rules, gambling advertisements are allowed to be broadcast after 9 PM, with bingo and sports betting being excluded from this rule. Racing activities usually take place over the afternoon, while football machines’ live coverage is allowed to run in the period from noon to early evening.
However, the constantly increasing popularity of gambling has raised some concerns in the UK Government and the Department for Culture, Media and Sport could now reconsider this and impose a ban over the above mentioned advertisements, too.
The Government has been planning a review of fixed-odds betting terminals in the near future, but in the light of recent events, the review could be expanded also on gambling advertisements broadcast on TV. In case that a series of severe measures to restrict these adverts from being aired is imposed by the British Government, the entire sector plus the broadcasters would most probably be hit by severe losses.
In September, the above mentioned betting machines’ review was ordered by ministers as the popularity of fixed-odds betting terminals in the region has increased recently.
In addition, if a ban is imposed on sports betting and bingo advertisements on daytime TV, bookmakers will have at least one of their key revenue streams greatly reduced, which would undoubtedly have a great impact on their overall performance on the market, too. This is exactly why fierce opposition by both local bookmakers and TV broadcasters is expected in case that such measures are imposed by the Department for Culture, Media & Sport.
- Author
Daniel Williams
