UK gambling companies have made a promise to devote 20% of their advertising on TV and radio channels to responsible gambling messaging.
A few days ago, the local trading body – the Betting & Gaming Council (BCG) – reminded that the voluntary suspension of their advertising on TV and radio channels during the coronavirus lockdown was to soon come to an end. Adverts that had already been booked for this period that could not be fully cancelled, were donated to charity organisations or replaced by messages associated with responsible gambling.
The Betting & Gaming Council that has been established to represent the major gambling companies in the UK revealed that its members had pledged to make sure that at least 20% of their overall TV and radio advertising is devoted to the promotion of safer gambling.
Unfortunately, the CEO of the BEGC, Michel Dugher, commented he was pessimistic that anti-gambling campaigners that have been lobbying against the industry would find such a promise made by gambling operators satisfactory. According to him, their criticism on the sector is likely to continue, as lobbyists against the local gambling industry continue to insist that the advertising rules implemented by the BGC on its members do not apply to online advertising, which currently accounts for the vast majority of the gambling marketing spending in the country.
The trade body, however, has explained that its members are to voluntarily roll out a default 25+ rule for online advertising, with the platform making sure that the operators’ customers are over 18 years old.
Retail Gambling Sector Is to Soon Become Operational Following Lengthy Coronavirus Lockdown
The organisation that represents the major gambling companies that currently operate in the British gambling sector has agreed that underage individuals should not be permitted to access gambling advertising materials on social media to websites that offer children-related content. That is exactly why the Betting & Gaming Council has joined forces with the major online platforms on Ad Tech to take proactive measures and make sure children are not able to access such advertising content.
Recently, the trade body has revealed that its members who offer retail gambling services are making preparations to start operating as they used to, with June 15th announced as a reopening date for betting outlets across the UK. The UK Government revealed that it is to lift the shutdown measures on so-called “non-essential” retail operations, which was imposed almost 3 months ago. Land-based casinos across the country, however, would not be permitted to resume operations until July 4th.
The lengthy Covid-19 pandemic lockdown affected the retail gambling sector in the UK, raising concerns that local gamblers would shift their focus to online gambling services. The concerns which anti-gambling campaigners have previously shared made the largest gambling companies in the country, which are also members of the BGC, voluntarily cease their TV and radio adverts as part of the efforts to protect customers.
- Author
Olivia Cole
