The number of gambling ads which reach children has increased immensely in a period of a little more than a decade. Since the gambling advertising legislation was relaxed by the Government of the then-Prime Minister Tony Blair, the number of gambling adverts seen by young individuals has increased almost three times, reaching over 1.4 billion on an annual basis.
The legislation which was introduced by the Labour Government, lifted some limitations on gaming adverts aired on TV. At the time when the 2005 Gambling Act was presented, children from 4 to 15 years old were able to watch 500 million gambling adverts.
As revealed by The Daily Mail, data provided in a Government consultation paper published by the Department for Digital, Culture, Media and Sport showed that the number of gambling commercials watched by youngsters rose to 2 billion by 2013. Over the next three years, that number was reduced to 1.4 billion, but children started spending more time online, where there are even more gambling ads.
According to information based on data provided by local broadcaster groups, young people in the age gap from 16 to 24 years old saw over 7 billion gaming adverts in 2016. Campaigners against more relaxed gambling advertising in the UK shared their belief that currently there is too much gambling advertising on TV and raised red flags over the possible negative effect that problem gambling could have on customers’ lives.
2005 Gambling Act Brought More Relaxed Rules
Due to the figures revealed, the opponents of the increased gambling advertising in the country have called for the local Government to take action in terms of ensuring adequate children protection from possible harm of their exposure to the gambling operators’ promotions. According to them, increased gambling advertising during the day could “normalise” gambling activities among young people who are usually more vulnerable.
The Gambling Act of 2005 which was rolled out by Tony Blair’s Government came into action in September 2007. Before that, the country had stricter gambling legislation, with gambling advertising allowed on TV channels was for the National Lottery, bingo and football pools. The status quo was changed with the implementation of the 2005 Gambling Act, with new regulations offering a more relaxed regime. As a result, gambling companies were allowed to promote their services freely after the 9:00 PM watershed and during live sporting events before it.
For some time now, increased daytime advertising has been a vastly discussed topic in the UK, with campaigners urging the Government to reduce the number of gambling adverts during sports events aired live on TV channels. As Casino Guardian reported yesterday, even the Church of England raised voice against aggressive gambling advertising campaigns used by certain companies and shared concerns that more children are being targeted by such campaigns.
British teenagers also confessed that there are too many gambling adverts are aired during live sporting events. In order to keep the sector safe and well-regulated the UK Gambling Commission (UKGC) started a consultation over some possible changes to the gambling advertising legislation in terms of regulation.
- Author
Daniel Williams
