The Advertising Standards Authority (ASA) is reviewing some complaints about World Cup adverts of a number of British gambling operators, including William Hill, bet365 and Coral, which potentially violated the new rules that had been rolled out as part of the problem gambling crackdown.
A total of 115 complaints were received by the gambling advertising watchdog from viewers who raised a red flag about gambling adverts aired on TV over the four weeks of the 2018 World Cup. In comparison, the number of complaints received by the regulator in the month preceding the World Cup is four times lower than at the time of the football tournament.
Most complaints received by the Advertising Standards Authority were related to the number of gambling commercials which appeared on TV. In addition, some complainants also called gambling operators “irresponsible” for bringing betting ads on air at a time when there was a high chance for many children to be watching. According to them, the increased number of gambling commercial content broadcast on TV could encourage minors and more vulnerable individuals to get hooked on gambling.
Moreover, some complaints regarding the gambling ads which were aired in games’ breaks to offer improved betting odds for a short period, which were much like the special “bet now” offers, also emerged.
ASA to Review Gambling Ads Complaints
As reported by Casino Guardian a few days ago, the British viewers of this year’s World Cup were exposed to an extensive number of gambling adverts. A recent research of The Guardian found that World Cup viewers in the UK were exposed to almost 90 minutes of gambling adverts at the time of the tournament.
A spokesman for the Advertising Standards Authority said that the complaints related to the time when odds were broadcast may be considered a call for act, especially considering the fact that the format of these ads very much resembled the “bet now” messages.
Now, the gambling advertising regulatory body is making an assessment of the customers’ complaints in order to see whether there is enough evidence for a formal investigation to be launched into gambling operators’ advertising strategies used during the 2018 World Cup. The watchdog does not control the number of ads that are aired, and games from the World Cup Championship are not affected by the rules under which gambling operators are suspended from targeting minors through programs which could be lucrative to them.
The focus of the ASA’s review will be on whether the gambling advertisements featured live odds which were not in line with the new rules which were unveiled in February 2018 as part of the authorities’ strategy to deal with the possible negative consequences of problem gambling.
Currently, gambling operators in the UK are only allowed to promote their services on TV before the 9:00 PM watershed when it comes to live sporting events. In addition, gambling adverts are not allowed to appear on dedicated children’s channels or in or about programs which are especially aimed at children audiences.
- Author
Olivia Cole
