UK Betting Firms Stop Advertising on TV and Radio1st May 2020 |
The movement comes after increased pressure from MP’s ad the voluntary measure will be in full force by 7 May for a minimum of six weeks. It will be reviewed when the lockdown is relaxed, according to The Betting and Gaming Council, which represents betting shops, online betting and gaming, bingo and casinos.
The British Gambling Commission have said that there has been a huge 10% drop in TV ad-spend from its members during the lockdown. Existing TV and radio slots will be replaced by safer gambling messages, donated to charities or removed where necessary. They added that its members account for about 50% of all gambling ads across TV and radio, and called on remaining operators such as The National Lottery and other bingo brands to join the agreement and temporarily cancel their ads .
BGC chief executive Michael Dugher said: “Throughout this crisis, as the new standards body, the BGC has worked very closely with the government.
“Ministers and the regulator all deserve credit for their steadfast and consistent determination to have an evidence-led approach and to rightly call for higher standards.
“There will always been alarmist noises from anti-gambling prohibitionists who just want to grab headlines, but it is this serious, constructive and evidence-led approach by the BGC’s regulated members that has resulted in this further major change.
The shift in agenda is another blow for the ad market, which is already expecting a 50% fall in revenue for the last month as the brands continue to advertise online and across direct marketing channels. However, the BGC said that its members have significantly dropped such ads in an attempt to commit to further increases in safer gambling messaging online.
Carolyn Harris, chair of the all-party parliamentary group on gambling-related harm, welcomed the move, saying that this is a “clear admission” that the ads are having a “profound effect” on problem gambling. She added that the measure should have been introduced at the beginning of the lockdown.
Lenny’s Last Word
Nothing to worry about! We’ve discussed this at length at SuperLenny HQ and are of the firm belief that this is a positive move (for the moment). We support any industry move that promotes responsible gambling. Having said that, we live in an age now where TV and radio advertising are being filtered out, as most people are consuming their media through many other channels, so it begs the question, why only TV and Radio?!
18th November 2020
For what are now, obvious reasons Downing Street announced a national lockdown on 20 March this year, ordering the closure of all entertainment venues from bars &…
30th October 2020
Happy Halloween from everyone at SuperLenny! We've shortlisted our favourite spooky themed slots from some of the best providers in the market!
27th October 2020
It's looking more and more likely that Gambling Operators will be prohibited from featuring celebrities, sports stars and social media influencers in their various forms…
23rd September 2020
Online gambling has grown in popularity in the UK in recent years, as technology advanced, punters saw the clear benefit in using a computer or smartphone to gamble…
9th September 2020
Payment provider Wirebet has been accused of helping Italian mafia group ‘Ndrangheta launder hundreds of millions of euros and the company’s former COO Jan Marsalek…
24th August 2020
SuperLenny had the great pleasure of sitting down with Head of Business Development and Operations at OneTouch, Petra Maria Poola for a brief conversation about the state…