Online gambling is booming across Great Britain, with millions of Brits regularly betting online. But as the industry grows, so does the concern over gambling advertisements and their impact on public well-being. GambleAware, the UK’s leading advocate for responsible gambling, has taken a hard look at marketing standards across Europe to find out where Britain could do better.
While countries like Sweden and Spain have put a tighter leash on ads, Great Britain has room for improvement when it comes to building a safer wagering environment. In an ideal world, here’s what GambleAware says British gambling ads should resemble, taken from European playbooks.
Room for Improvement
British regulations on betting ads aren’t exactly flimsy, but they fall a bit short of what some European countries require. Nearly 10.5 million adults bet online and according to GambleAware, a full 41% of all gambling ads in the United Kingdom are somehow online casinos UK related. With so many ads in circulation, calls for Britain to take a page out of countries like Sweden-which has significantly clamped down on betting marketing in recent years are on the rise.
What Sweden Does Better When It Relates to Gambling Ads
Meanwhile, Sweden simply took a no-nonsense approach, placing consumers’ best interests front and centre. In Swedish law, wagering advertisements are required to promote safer play: warnings of risk, rather than fantasies about improbable jackpots. To head off the risk that people will fall down some kind of wagering rabbit hole, Sweden also curbed the use of bonuses and promotions—a strong pull for players. Britain could easily establish similar limits, making the ads less alluring to the impulsive gambler.
Spain’s Approach to Timing
Advertisements for gambling in Spain have tight timing controls that make them unable to play at peak times. They can only run comparatively late at night, minimizing exposure among children and young adults. This might just be the game-changer for Britain, where gambling ads often run riot during high-profile sporting events. Slashing peak-time ads would go a long way toward keeping the most vulnerable away from the marketing hook. This is one of the new recommendations by GambleAware.
Sports Sponsorships
The sports world is replete with gambling sponsorships, from football clubs carrying the names and logos of such companies on jersey fronts to banners across their stadiums. However, GambleAware asserts that sports teams, especially football, need a rethink in terms of partnerships since they command a huge teen following. Italy has gone first by banning gambling sponsorships in sports, a stand for the healthiness of fan experiences. Britain can do worse than follow suit by taking a first step through sponsorship curbs or forcing teams to run education drives on safe gambling alongside such ads.
Self-Exclusion Programs
While already a tool in Britain, European countries such as Belgium and France have taken it a step further by making the exclusion systems a standard option at nearly every gambling site. Considering that 1.4 million adults in the UK have gambling issues, GambleAware believes there is a robust case for expanding self-exclusion services. It means streamlining self-exclusion programs, such as GamStop and creating greater awareness might provide a robust line of defence against problem gambling.
Limiting the Online Ad Blitz on Social Media
Online casinos UK continue to flood the digital space with advertisements across social media and streaming platforms. However, it is increasingly of concern to GambleAware that these ads are already hitting the targets of a young audience. European countries have introduced regulations to include compulsory age verification and prominent wagering risk warnings on digital advertising. Similar guidelines in Britain would let online casino advertising continue to appear for an audience of adults, while their exposure would be at a minimum to underage audiences.
Transparent Reporting in Gambling Marketing
Some European regulations call for transparent data collection and reporting of the effectiveness and risks of betting ads. Such data, in turn, gives the authorities a sense of the real-world impacts against which they can adjust their policies. GambleAware says Britain would benefit from regularly updated statistics that can help fully understand the consequences of any new regulations and subsequently nip any harmful trends in the bud. For instance, if problem betting statistics are reduced due to new ad restrictions, then authorities will confidently enforce even more stringent standards.
Taking Away the “Play More, Win More” Mentality
Bonus offers have always been a real pull factor for online casinos. However, GambleAware points out that such offers may result in more dangerous behaviour, especially in cases with a predisposition to compulsive gambling. The cap on promotions for encouraging more spending is set increasingly in Europe and some scattered progress has been made both by Sweden and the Netherlands. It is here that British regulators could reduce the appeal of “play-more-to-win-more” methods that attract consumers to hazardous gambling.
Final Takeaway
With this rise of online casinos in the UK, GambleAware’s insights certainly reveal that Britain really needs to raise its game when it comes to standards around wagering advertising. Building on the best of European practice, a key marker for British regulators might be their seeking ways to protect consumers while balancing growth in the industry. From restriction of time-based advertising to more prominent risk messaging, there are ways Britain could construct a more responsible wagering environment.