The UK’s new gambling laws mean that casino operators, bookmakers and online gambling and poker sites can now advertise on television, as well as radio, billboards and online.
Since the introduction of this authorization in 2007, a survey has been carried out by the Advertising Standards Authority to ensure that all gambling adverts complied with the specified criteria – ads must not appeal to children and should be socially responsible. Adverts may not link gambling with achieving sexual success or financial security or as an aid to boost self-esteem.
The survey showed that 99% of adverts complied with the criteria, giving the green light to online gambling firms, poker rooms and betting sites to continue advertising.
Among the adverts surveyed were TV, radio, newspaper and magazine ads, billboards, online pop-up advertising and direct mailings.
A Ladbrokes TV ad was investigated after several complaints, but later cleared. It shows popular ex-footballers and commentators, including Ian Wright, Ally McCoist, Jimmy Hill and Kirsty Gallagher – dressed as construction workers in a greasy spoon café - arguing about who will win the Premiership, with the slogan, ‘Everyone’s got an opinion. What’s yours worth?’
Some viewers complained that using celebrity footballers could encourage young people to bet, however the advertising watchdog said that the stars were all middle-aged former footballers who would not appeal to children.
Outside the UK, a tasteless but rather funny TV advert for Tiger Gaming was banned. It showed a distraught family at their father’s hospital bedside. When the doctor tells them the patient only has a 3-1 chance of making it through the night, the nurse says, “I’ll take that”. The family members then also place bets, and when their father dies, celebrate winning the bet.
UK advertisers are treading far more carefully in their campaigns.
The 2005 Gambling Act, which came into effect in September 2007, aims to keep gambling crime free, to ensure that gambling online and offline is fair, and to protect children and vulnerable adults. The new law also made the new £1 million bingo prize possible, by allowing rollover jackpots. It was won for the first time in Wales last month.
Britain’s gambling industry is worth an estimated £91 billion. The industry is now controlled by the newly formed Gambling Commission. All betting and gambling operators are required by law to prominently display information about responsible gambling on their site or premises.
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