Online Gambling is Heavily Advertised and Marketed in the UK
The way Top 10 Casinos UK sees it is that several online brands are holding out on signing up for the new advertising measures as these still require the approval of the Industry Group for Responsible Gambling. According to the BBC, the first to report on the suggested agreement, the ban would not affect horse racing, which relies on commercially viable betting. They also believed that it would include all other sports.
Welcoming the news, Dr Heather Wardle from the London School of Hygiene and Tropical Medicine said the suggested restriction is only the start. Gambling companies use sponsorship, social media, and online platforms for heavy marketing and advertising. She feels it makes controlling who the messages reach difficult. Gambling adverts during football matches are a good start. The system needs to be considered as a unity. She shared that the proof will be in the pudding and waits to see implementation, pending how other brands will respond and how operators might make up for it via other areas.
GambleAware chief executive Mark Etches pointed out that the spending on online advertising in the gambling industry is five times as much as on television. He added that with technology always present, children grow up in a world vastly different from their parents. The latest figures show that one in eight children in the 11 to 16-year-old age groups on social media, follow gambling firms, to be a big concern.
Gambling Ads Have Placed People at Greater Risk
According to the figures from the UK Gambling Commission, the volume of problem gamblers in the UK have risen as high as 430,000. The number of people remains stable, although 24/7 access through online gambling apps, enhanced via ads, fuels the growing concerns of more people being at greater risk. The gambling industry, despite making profits worth billions last year, only contributes 0.1% of turnover, around £10 million, towards treatment and research.
Dr Wardle believes this small amount for research and treatment is peanuts compared with what is required to challenge gambling-related harm. Together with campaigners and experts in the field, Wardle supports a mandatory levy of 1% of profits amounting to £130 million a year. The Gambling Commission announced that three online casino operators would pay £14 million combined fines for failing to prevent money laundering and protect vulnerable gamblers.
The pressure forces action from gambling firms, says Matt Zarb-Cousin from the Campaign for Fairer Gambling. He added that the new rules are overdue and that for these to be highly effective, they need to include all operators and commitment to banning league sponsorship, shirts, and scrolling displays on pitch sides.
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