A recent survey by GambleAware reveals significant public support for stricter regulations on gambling advertising in the UK. The survey, conducted in collaboration with Ipsos, included responses from 4,207 adults and highlighted the increasing concern over the prevalence and impact of gambling advertisements.

Demand for Increased Regulation

The survey, published on June 27, indicates that almost three-quarters (74%) of British consumers believe gambling advertisements should be regulated on social media, with 72% supporting increased regulation for television adverts. Additionally, 67% of respondents agreed that there are currently too many gambling advertisements and 66% expressed concern about their impact on children. Moreover, 61% of those surveyed opposed the use of gambling logos on football shirts, emphasizing the public’s desire for a change in how gambling is marketed, particularly in sports.

Impact of Gambling Ads on Behavior

The report also sheds light on the direct impact of gambling advertisements on individuals’ gambling behaviors. According to the survey, 24% of respondents who had gambled in the past year took gambling-related actions after seeing an advert. This figure jumps to 79% among those experiencing gambling-related problems, with 54% of this group stating that advertisements make it difficult to reduce their gambling activities. Furthermore, 51% reported that ads make it challenging to watch professional football without feeling the urge to place a bet.

GambleAware’s chief executive Zoë Osmond commented on the findings: “Exposure to gambling advertising normalizes gambling and makes it seem like just ‘harmless fun’ without showing the risks of gambling addiction and harm. This is why we have published our new report, to call on the next government to do more to regulate gambling advertising, particularly around sport where children and young people can see it.”

Proposed Measures for Safer Gambling Advertising

In response to the survey findings, GambleAware has proposed several measures to make gambling advertising safer. These include implementing a pre-watershed ban on broadcast advertising across television, radio, and video on demand. This would expand on the current voluntary whistle-to-whistle ban, covering only 2% of all broadcast gambling ads.

GambleAware also advocates for all advertisements to include independent, evidence-based health warnings with clear signposting to support services. This approach aims to help those needing assistance by directing them to appropriate resources.

Another recommendation is to ban gambling marketing at sports events, including removing sponsorships from sports clothing, merchandise, and stadiums. The Premier League has already agreed to phase out gambling logos on shirts by the 2026-27 season, and GambleAware suggests extending this ban to all sports.

Barriers to Seeking Help for Gambling Problems

Aside from advertising concerns, the report also addresses barriers to seeking help for gambling-related harm. It found that 64% of respondents who had experienced gambling problems had not spoken to anyone about it. The main reasons cited were feelings of shame or guilt (17%) and fear of judgment (13%).

Despite these barriers, the survey reveals that 76% of those who did seek help felt better after doing so, and 63% believed they would have felt better if they had sought help sooner. The primary motivations for seeking support included gambling’s negative impact on mental health (23%), financial issues (22%), and the desire for help to stop gambling (21%).

Source:

GambleAware study suggests public support for gambling advertising restrictions, igamingbusiness.com, June 27, 2024.

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Bulgarian President Rumen Radev has opted not to veto the proposed amendments to the Gambling Law, which include a ban on gambling advertisements in the media.

President Radev had previously indicated that he was considering the changes to the Gambling Law and was awaiting input from his advisors before making a final decision.

Despite objections from media outlets, gambling operators, sports clubs, and other businesses between the readings, the prohibition on gambling advertisements in the media was approved by a significant majority of deputies during the final session of the 49th National Assembly. Some stakeholders argued that public discussion should precede the adoption of such a significant measure.

The initiative for these amendments came from GERB and DPS and was introduced unexpectedly during the final days of the 49th National Assembly by Yordan Tsonev (DPS) and Temenuzka Petkova (GERB). The bill rapidly moved through the legislative process, passing its first reading in the budget committee and subsequently receiving approval in the plenary session. An extraordinary meeting of the Committee on Budget and Finance was convened to expedite the voting on the amendments before deputies began their pre-election recess.

Controversial Ban on Gambling Ads

The new amendments, which include a total ban on gambling advertisements in the media, have sparked controversy. Various stakeholders have expressed their concerns and objections. Media outlets, gambling operators, sports clubs, and other businesses affected by the law have argued against the ban, suggesting that a public discussion should precede such a significant legislative change. However, despite these objections, the amendments were passed with a substantial majority.

President Radev’s decision not to veto the amendments has finalized the legislative process, bringing about significant changes to the Gambling Law in Bulgaria The new prohibition on gambling advertisements in the media marks a substantial shift in the regulatory landscape for gambling in the country. Despite the objections and calls for public debate, the amendments have been approved and will soon come into effect.

Source: “Bulgarian President Approves Gambling Law Amendments”. European Gaming. May 17, 2024.

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On Wednesday, February 28, the Alcohol and Gaming Commission of Ontario (AGCO) rolled out the measure which is designed to safeguard against the proliferation of gambling harm and problem gambling in the jurisdiction.

Firm Bulwark Against Gambling Harm

The decision follows a public consultation on the matter, and it aligns with a higher ambition to ensure that consumers are steered clear of harmful practices. Moving forward, no active or retired athletes may appear on advertising or promotional materials for internet gambling in the province.

The only case where this is allowed is as part of responsible gambling practices and campaigns, with influencers, celebrities, and otherwise well-known entertainers and people of prominence coming under the same restriction.

Yet the onus is on licensed companies in the province to ensure that no transgressions occur and that the new rules are observed to the letter of the law. Operators would have to meticulously study the personalities they want to work with to launch campaigns that are aimed at advertising and boosting awareness for their brands.

The AGCO similarly expects companies to ensure that their advertisement does not appear to minors or individuals under the legal gambling age. The rules further ensure that the industry is advertising more responsibly and ethically, including a prohibition that now bans ads to appear near schools, among a select list of venues.

The ban has been welcomed by the Canadian Mental Health Association which congratulated the regulator on the swift execution of its plans, journeying from public consultation to consideration, to implementation. A spokesperson for the association, Camille Quenneville, called the new rules “a critical step” designed to safeguard consumers.

Beware of the Pitfalls

Yet, Quenneville used the opportunity to also speak about “alarming trends” in online gambling, and especially among young people who are the most at risk of falling victim to harmful gambling practices. Jurisdictions such as the Netherlands still discover that a quarter of individuals under the age of 24 are moderate-to-risk gamblers, which is a serious enough concern to merit further addressing.

“We encourage a public health approach to regulating iGaming. This includes implementing further restrictions on advertising and marketing until all advertising for iGaming is completely prohibited,” Quenneville said, urging the industry to lead by example and protect consumers.

The provincial market has been looking to strengthen the safeguards available to players, including the rollout of a request for proposals for a self-exclusion system.

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L’Autorité Nationale des Jeux (ANJ), a gambling regulator from France, works hard to prevent illegal gambling in the country. The regulator recently warned all players about the fraud that is occurring in the industry: various illegal gambling operators use the brands of popular licensed operators to advertise their services on social media platforms, especially Facebook.

Risks for players

That way, even those looking to gamble legally can be tricked into placing illegal bets. Now, the regulator has joined forces with Meta to monitor and resolve the issue.

So far, ANJ has found about 400 illegal websites, which resulted in 137 user accounts on Facebook being blocked. The main operators that were used for illegal operations were Barrière and JOA groups. The profiles of these operators have been created and their brand image was used to attract potential customers to the illegal website. They also created mobile apps that players were led to from Facebook images.

Online casinos aren’t legalized in France. However, some operators are allowed to offer online sports betting and horse racing betting services to French players. Also, land-based casinos that have appropriate licenses are also legal.

According to ANJ, players are at huge risk due to betting on illegal sites. They risk not being paid when they win, as well as various payment frauds and the risk of stealing personal data.

The regulator commented: “If in doubt about the legality of the gambling site on which you are about to bet, consult the list of sites approved by the ANJ. You can also consult the blacklist of sites that have been administratively blocked by the ANJ. We invite anyone who notices the presence of fake advertisements to report them.”

Worth of illegal betting market

In December 2023, ANJ said that the illegal betting market in France was worth up to €1.50 billion (£1.28bn/$1.62bn), which is more than 10% higher than the wagered amount in the country on a yearly basis.

According to research conducted by ANJ, 510 illegal websites are active. About 60% of all traffic comes from 21 of them.

PwC published a study with concerning data: the gross gaming revenue illegal casinos earned is somewhere between €748m and €1.5bn, which is between 5% and 10% of total gambling in France. The record was set in 2022 when it was €12.9 billion.

Source:

“French regulator issues warning over illegal online casinos on Facebook”, igamingbusiness.com, January 31, 2023.

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Crown Resorts urged the community to exercise caution regarding counterfeit social media accounts and advertisements falsely using Crown’s identity. The operator was adamant that online gambling in Australia was strictly prohibited, reaffirming it did not offer any form of iGaming. Such developments further threaten Crown’s public image as the company struggles with reforms.

The Operator Urged People to Report Any Offending Websites

Crown’s official warning highlighted the rising prevalence of fraudulent social media accounts, advertisements, or apps that utilize Crown’s name, logo, images, and other identifying information. The operator was adamant it did not operate an online casino or provide any form of online gambling, as its activities are only limited to its physical venues.

Crown Resorts advised the public to refrain from engaging with such suspicious accounts, avoid disclosing personal information or credit card details, and promptly report fraudulent content or suspicious activity. Despite the Australian government’s efforts to curb illegal online operators, the country struggles to enforce its regulations, leaving many people vulnerable to gambling harm.

Crown continuously works with social media and technology companies to seek removal of fraudulent content as a priority.

Crown Resorts official statement

The Australian Communications and Media Authority (ACMA) has been the country’s leading authority in identifying and dealing with illegal online operators. It regularly requests internet service providers to block offending websites and has been steadily intensifying its efforts. However, such measures usually have limited success as offending operators can change their IP address and circumvent restrictions.

Crown Still Struggles to Regain Compliance

The cautionary message comes amid Crown Resorts’ comprehensive reform initiatives across its Melbourne, Sydney, and Perth integrated resorts. The company is actively working to regain its casino licenses following inquiries in these three states, which delivered unfavorable assessments. Regulators have generally observed steady progress, raising hopes for the beleaguered operator.

Notably, Crown Melbourne recently implemented mandatory time and loss limits for all patrons using electronic gaming machines in compliance with recommendations from the Finkelstein Royal Commission. The company’s rigorous reform agenda is paying off in other jurisdictions, thanks to company-wide safer gambling initiatives and a determination to return to suitability.

Despite Crown’s progress, some recent developments have raised new integrity concerns. The company’s CEO is under investigation over allegations that he allowed removed patrons back into the company’s properties. If confirmed, these suspicions could substantially hinder Crown’s progress toward compliance, and seeing the company’s logo on illegal websites does little to improve its image.

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Aggressive advertising strategies employed by online and mobile app gambling services have raised significant concerns regarding youth exposure and gambling harm. London Mayor Sadiq Khan faces mounting pressure to fulfill his pledge to ban gambling companies from using the Transport for London (TfL) network to post harmful marketing materials. 

Khan’s Election Pledge Remains Unfulfilled

A ban on gambling advertisements would align with previous actions to restrict marketing products and services deemed to cause social harm within London’s transport network. Advertisements for unhealthy foods and those promoting unrealistic body images have already faced bans. However, the term “harmful” gambling remains undefined, prompting concerns that London authorities may further delay any action.

During his April 2021 election campaign, Sadiq Khan promised to take action against such advertisements, highlighting gambling’s negative societal impact. He acknowledged that gambling harm spread beyond the individual level and could destroy lives and families. However, London authorities have remained passive, and ads for high-profile gambling companies remain a common sight within the city’s transit network.

I’ll instruct TfL to bring forward plans to extend the ban to harmful gambling advertisements on the network.

Sadiq Khan

At a committee meeting of the London Assembly, experts and politicians emphasized the urgency for Khan to deliver on his promise and expand the scope of the crackdown. Gambling support charities and public health specialists have long called for a much stricter stance on gambling advertising, noting that TfL represented a significant concern.

Bans Must Happen on the Local Level

While recent data from the Gambling Commission indicates a decline in youth gambling, London authorities have expressed frustration in regulating the market due to unclear definitions. Dr. Tom Coffey, Khan’s senior adviser on health policy, highlighted the challenge of defining “harmful” gambling and the need for a precise government-led definition to avoid legal challenges.

The UK government’s April gambling white paper led to consultations with industry stakeholders and leading charities discussing ways to refine the legislation. These initiatives achieved substantial progress but conspicuously steered clear of discussions around advertising limitations, focusing instead on curbing incentives like free bets and direct marketing.

The ongoing conversation highlights the complex challenges in regulating gambling advertisements and their potential impact on vulnerable individuals within the London community. A lack of provisions in the upcoming white paper means that any bans within TfL will depend on Mayor Khan and his willingness to address the concerns of his constituents.

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A week ago, Australia’s House of Representatives approved the ban on using credit cards to gamble online. However, another much-discussed ban, the ban on gambling advertisements, might prove to be a trickier matter.

Michelle Rowland, Australia’s communications minister, commented on the matter, saying that the implementation of such a ban might prove to be very tricky. During the recent National Press Club meeting, she commented on the matter, pointing out that the gambling ads ban might be more difficult to implement than the ban on tobacco ads.

Rowland added that no decision has been made on the recommendation to phase out gambling ads. For reference, the proposal seeks to ban gambling ads within three years, providing gambling companies with ample time to adapt.

Rowland explained that the relationship between the gambling industry and the sports sector has changed a lot over the past three years. She acknowledged the impact of ads on the sports community but insisted that a complete ban would be a challenging undertaking.

Speaking of this, National Rugby League Clubs recently started bracing for the potential ban. Some clubs expressed their hope that the ban, if passed, would contain a grandfather clause that allows them to comply with the terms of their existing sponsorships until they find a new sponsor.

In her speech at the National Press Club meeting, Rowland also addressed the increasing number of BetStop registrants. She pointed out that Australia’s self-exclusion scheme, originally launched in August, is now used by some 13,000 Australians. Rowland added that 40% of these people have opted for a lifetime exclusion from gambling.

BetStop is a scheme that allows Australian customers to exclude themselves from all forms of legal online and phone-based gambling services in Australia. Operators risk huge fines if they allow BetStop registrants to play.

In other news, Michelle Rowland recently came under fire after it became known that she celebrated her previous birthday with representatives of Responsible Wagering Australia. For reference, RWA is a group that represents the interests of several major gambling operators.

In the wake of this news, Kooyong MP Monique Ryan introduced a bill that seeks to make misters’ schedules more transparent to the public and make lobbying efforts more transparent. Ryan admitted that Rowland’s launch with RWA did not violate any rules but said that this was exactly the problem.

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As the cricketing world gears up for the much-awaited Asia Cup and the Men’s ODI Cricket World Cup, India’s Ministry of Information and Broadcasting has taken a step to curb the promotion of online gambling and betting platforms. The ministry has released a set of new guidelines that sternly warn media entities, online advertising intermediaries, and social media platforms to abstain from displaying any form of advertisements or promotional content related to online gambling. 

Government Raises Alarm Over Surge in Betting Ads During Major Sporting Events

The Ministry’s advisory emphasizes the recurring trend of a surge in promotions for betting and gambling platforms during major sporting events, notably cricket tournaments. The government has expressed concern over the potential repercussions of these advertisements, citing instances of money laundering networks that have been connected to such activities. 

A recent action by the government against agents involved in collecting funds from gambling apps and channeling them out of the country and also blocking numerous gambling apps has brought these issues to the forefront. The Ministry believes that these mechanisms pose a severe financial and socio-economic risk, especially to the younger demographic, thereby jeopardizing the country’s overall financial security.

In light of previous advisories issued in June and October 2022, as well as in April preceding the Indian Premier League (IPL), the government reiterates the illegality of betting and gambling activities and their promotion through any media platform. Such promotions have been deemed contrary to various statutes, including the Consumer Protection Act and the Press Council Act. The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules have also been invoked, specifically cautioning against content that promotes online games that are not permissible under the law.

The Ministry’s directive has received support from officials who stress that non-compliance could result in legal action taken by the government under relevant statutes. The advisory aims to prevent these promotions from exploiting the popularity of cricket and major sporting events, thereby protecting the financial interests and security of the nation. 

With the Asia Cup and the ICC ODI World Cup just around the corner, the government has implored all stakeholders in the media industry to uphold these guidelines and prevent the dissemination of content that promotes illegal gambling and betting platforms.

In January this year, India’s Ministry of Electronics and Information Technology introduced draft online gaming rules as part of the Indian Intermediary Guidelines and Digital Media Ethics Code, aiming to regulate the growing online gaming industry due to concerns over gambling addiction, particularly among minors.

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In the past 18 months, Sportsbet, the largest online bookmaker in Australia, has outspent its rivals by more than three to one on television advertising during live sports and racing events. Confidential spending data obtained by the Australian Financial Review has revealed that Sportsbet invested a staggering AUD64 million ($42.7 million) in TV ads, significantly surpassing the amounts spent by Tabcorp and Ladbrokes.

Major Broadcasters Fear Revenue Loss as Australian Government Considers Gambling Ad Ban

A recent parliamentary inquiry in Australia recommended a phased prohibition on gambling ads across TV, radio, and social media platforms. This proposal has raised concerns among major broadcasters, who fear the loss of tens of millions of dollars that currently flow from bookmakers into their coffers, as well as sporting organizations.

According to the data compiled by Nielsen, Tabcorp has spent a mere AUD5 million ($3.3 million) since the initiation of the government’s online gambling inquiry in mid-October. Other prominent competitors have also scaled back their spending on networks such as the Nine Network, Seven Network, and Network Ten, as the inquiry continued into the new year.

The potential ban poses a threat to wagering companies like Sportsbet, as well as the Entain-owned brands Ladbrokes and Neds, which collectively spent AUD37.6 million ($25 million) on TV advertising between January last year and May 2023. Apart from social media platforms, television remains the primary channel for advertising and brand promotion. Consequently, a ban would not only impact market share for the industry’s biggest spenders but also reduce advertising revenue for television networks.

Nielsen Data Reveals Sportsbet’s Multi-Million Dollar Ad Spending

The data from Nielsen illustrates the close connection between sports betting and key racing and sporting events. Sportsbet’s ads predominantly run during the AFL and NRL seasons as the company holds the official partnership rights for both codes. The six-month period from March to September witnessed over AUD32 million ($21.3 million) in ad spending alone.

While Tabcorp drastically decreased its spending with broadcasters, Sportsbet spent AUD16.8 million ($11.2 million) during the spring racing carnival from September to November 2022, surpassing Tabcorp’s total expenditure over an 18-month period. The inquiry period saw all wagering companies reduce their spending significantly compared to the months prior.

Adam Rytenskild, Tabcorp’s CEO, made comments during the inquiry that aligned with the company’s subsequent reduction in ad spending. He stated that Tabcorp would voluntarily cease all free-to-air television advertising during the day by 2024.

Sportsbet’s CEO, Barni Evans, expressed support for several recommendations made by the inquiry but regarded a complete advertising prohibition as a step too far. Evans believes that a significant reduction in the number of ads, rather than a total ban, would address community concerns while still supporting sports and the media. Meanwhile, Sportsbet has been exploring other marketing channels. Recently the company has utilized TikTok to engage with young women and diversify its customer base.

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Jamie Nettleton, partner at the Australian law firm Addisons, spoke with Inside Asian Gaming about the dangers of banning online gambling advertising. According to him, such a drastic move would channel players toward the dangerous black market.

A recent parliamentary report in Australia proposed the gradual ban of online gambling ads. Under the proposal, ads will be banned in four phases. During the first one, online gambling inducements and advertising on social media will be prohibited.

The second phase would see all online gambling advertising and commentary on odds banned during sports broadcasts, as well as an hour before and after them. In-stadia and player jersey sponsorships will also be prohibited.

The third phase would prohibit the airing of online gambling advertising between 6 am and 10 pm. Finally, the fourth and final phase would introduce a blanket ban on iGaming advertising and sponsorship, with the exception of advertising on dedicated racing and betting channels.

Nettleton Says the Ban Would Benefit the Black Market

During his interview with the news outlet, Nettleton commented on the theoretical effect a blanket ban on advertising may have. He noted that taking ads out of the equation would endanger the business of legal companies.

Stacking restrictions, such as a ban on ads, restrictions on what products can be offered, tight KYC requirements and rising taxes will make regulated companies less competitive than their offshore counterparts, Nettleton argued.

As a result, many players may prefer playing with unlicensed foreign brands. Nettleton believes that what defines a licensed company is “access to the market.” Access to the market, according to him, is not just having customers but also being able to market to those customers, allowing them to keep on coming.

Nettleton pointed out that other regulated jurisdictions have also introduced certain restrictions on advertising but few to the same extent as what is being proposed in Australia.

“Those Who Recognize a Good Price Will Find Better Odds and Utilize Them”

While Nettleton acknowledged that Australia’s Gambling Law prohibits offshore operators from operating in Australia, he added that it isn’t illegal for Australians to participate in games offered by black market companies.

And speaking of law and regulation, Nettleton also expressed his skepticism about the proposals to establish a nationwide gambling regulator, replacing the current state-based model. In his view, such a move may create more problems than solutions as conflicts between the states are sure to sprout up.

I mean, how is NSW going to justify continuing its Point of Consumption tax if there is a national regulator generating levies? How is that going to work out? Product fees are also issued at a state level, and no one will want to give up the golden goose.

Jamie Nettleton, partner at Addisons

When asked whether he believes such a regulator will be established, Nettleton replied that he cannot say anything with certainty. However, the analyst is highly doubtful of the proposed timeframe.

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