Only days ago, the biggest gambling firms in the UK have agreed for a “whistle-to-whistle” TV advertising ban after facing increased criticism for their aggressive user-targeting strategies.
As Casino Guardian already reported, the Remote Gambling Association (RGA) made an announcement about the agreement, saying that the decision has been made after local gambling companies faced an increased pressure in regards to their adverts aired during live sports events. According to some experts, the advertising ban should only be the start of more major changes in sports betting, and especially in football.
For some time now, the relationship between gambling operators and UK football clubs have been widely discussed and both parties have faced criticism about the large number of sponsorship deals inked between them over the last few years. Betting giants have found a way to get to more people and lure them into gambling thanks to their partnerships with some of the largest football clubs in the country.
Now, under the agreement between the RGA members, the “whistle-to-whistle” gambling advertising ban is to apply to all types of gambling, except for horse racing, because ads have been found crucial to preserving its viability. As Casino Guardian has reported already, the impact of the TV gambling ads ban is expected to be mostly felt on football, since the sport has had massive financial value to both local gambling operator and broadcasting groups.
Gambling Ads Fuel Problem Gambling Rates, Campaigners Say
The last few years have seen a rapid increase in the number of gambling adverts aired on TV during live sports events, especially during football matches. Reports emerged earlier in 2018 that British people were literally bombarded with gambling ads during this year’s World Cup.
According to reports, ITV devoted 90 minutes, which is roughly one-sixth of its total advertising time, to sports betting ads at the time of the largest football competition.
Despite all efforts of gambling companies to put out the fire and prove they are devoted to responsible gambling promotion, the large number of adverts during live sports events has been considered as one of the main drivers of constantly increasing problem gambling rates. Anti-gambling campaigners have claimed that the large number of TV ads is aimed at making gambling look normal to customers and that such advertising often targets the most vulnerable members of society, including children.
There are still hopes that the latest measures that have been agreed by the RGA will boost the self-awareness of bookmakers, although anti-gambling campaigners say there is much more to do in terms of tackling the possible negative impact of gambling on people. Undoubtedly, there is much more work for gambling operators to do, if they want to avoid possible interference by the Government, as such measures will definitely be much more serious.
- Author
Daniel Williams
