After the UK Government unveiled its resolution on controversial fixed-odds betting terminals (FOBTs) a few months ago, the focus of gambling regulatory bodies has logically shifted to another issue. Now, it is TV gambling advertising and gambling sponsorship deals in the English Premier League which has caused a lot of controversy, with more discussions on the issue emerging by the day.
As Casino Guardian has previously reported, the concentration of gambling advertising around live sports events aired on TV, and particularly football matches, has steadily increased over the last few years. Both regulators and charity organisations have raised a red flag that the trend could be harmful to more vulnerable viewers, and especially for children, as it could make gambling look normal to them, which on the other hand could raise the risks of gambling-related harm.
The amount of gambling advertising before a national game that sky now owns so not everyone can watch it is ridiculous. Gambling ruins lives. Ban all advertising from all sports and a 9pm watershed on tv
— tӨny (@_WickerMan73_) September 11, 2018
Anti-gambling advertising campaigners have insisted that stricter measures should be imposed on gambling advertising rules in the UK in order to make sure that under-aged individuals and vulnerable people will be better protected. The opponents of gambling advertising during daytime hours have called for the Government to take further measures and ban gambling advertising from TV broadcasts before the watershed. They also insisted that sponsorship agreements between gambling companies and football clubs, especially in the English Premier League, must be stopped.
However, the results of such a decision could be arguable.
Suspending Online Gambling Advertising Would Be Unwise
Governments of other countries around the world have also been trying to tackle gambling-related harm through stricter regulatory regime imposed on online gambling operations.
Currently, the UK is among the countries which are considered best regulated in terms of gambling. For the time being, the UK Gambling Commission (UKGC) is the watchdog which takes care of regulation of both offline and online gambling, with over 95% of the gambling operators pay taxes on their gambling revenue to the UK Government.
Despite the fact that proponents of stricter regulation in gambling advertising and English Premier League shirt sponsorships call for action in terms of a more restrictive approach to be followed, the truth is that such measures do not necessarily mean that the ongoing problems associated with the local gambling industry will be solved. Why is that? First of all, there are currently nine gambling operators which appeared as EPL sponsors in the 2018/2019. Eight of these operators are foreign gambling companies which predominantly come from Asia. Considering the fact that most of these operators’ home countries do not allow gambling advertising, the latter is not subjected to regulation and they are unable to force the companies into a certain role model when it comes to kit sponsorships.
Its a real pity but sooner or later gambling advertising will be banned especially around sports. I think also I heard another betting company employee on another show doing something similar
— Cllr Joe Neville (@joeneville2010) September 15, 2018
What is more, everything becomes more and more digitalised these days, including gambling and gambling advertising. More customers turn to online betting these days, so it would be unwise from the Government to fully suspend online gambling products advertising. On the other hand, the responsible authorities could consider a possible update of their licensing policy, imposing some highest standards on gambling companies to meet in order to offer their services to local customers.
- Author
Olivia Cole
