Laws for gambling advertising on the radio
Advertising on the radio by gambling companies has come under much scrutiny in the media in recent years, with changes to regulations limiting the times and places gambling companies are permitted to advertise.
These new rules have been implemented as part of a bid to prevent problem gambling and making gambling seem overly appealing to those dealing with addiction.
This year in the UK, a group of MPs have called for a blanket ban on all gambling advertising, including that for licensed and regulated providers.
It is only recently that advertising for gambling services on the radio has been allowed in the UK – rules were relaxed for the first time by the Gambling Act only 15 years ago. However, since that time, gambling adverts have proliferated, particularly in ad breaks for live sporting events.
Figures show that £1.4 billion had been spent by the gambling industry onadvertising over the last five years.
There are limitations and regulations in place on gambling advertising, which include compliance with UK Advertising Codes and social responsibility practices. However, some are now calling for a complete ban on gambling advertising on the radio to help prevent vulnerable people being drawn in. A survey reportfrom the UK Gambling Commission found that 78% of all people surveyed had seen some form of gambling advertisement and, of those, around a fifth had spent money on gambling as a result.
Since the changes to the UK laws were implemented, most of the major players in the gambling industry have taken measures to reduce the impact of gambling advertising on the radio on vulnerable groups through implementing social responsibility measures.
Regulated gambling companies are required to adopt responsible gaming practices in order to ensure players are as protected as they possibly can be. Users that play at an established and trusted UK operator like 888 can be sure that they provide a variety of measures to guarantee their safety while enjoying everything that they have to offer, they have built a very strong reputation within the industry enabling them to grow and create an innovative Kuwait-Arabic domain at 888 casino.
Self-exclusion is a practice whereby any user of a gambling website concerned their gambling hobby is beginning to spiral out of control can ask for a voluntary break period, during which time they will not be allowed to use the services of the site. They will also not be sent any form of advertising or push messages from the site during their period of self- exclusion, which can be anywhere from a minimum of six months to five years.
Customers who have requested a self-exclusion period are prevented from gambling by refusal of service, with sites making it as difficult as possible for people to get around the ban once it has been put in place. This can help potential gambling addicts and those who may have experienced a temporary loss of control due to personal circumstances.
A new social responsibility campaign was launched at the start of 2020 called “Too Much Is Too Much”, which highlights the importance of gambling responsibly and within personal financial means. The campaign, which aimed to promote secure environments for online gaming while protecting customers and showcasing the dangers of excessive play, ran across all major digital and social media channels in early January.
Everyday scenarios were used to hit home to the people who needed to hear it that problem gambling can affect anyone, to help customers think about the way in which they gamble and choose to do so responsibly.
A recent study from the UK Gambling Commission found that 0.7% of people who gamble can be classed as problem gamblers and 2.4% as low to moderate risk. While these figures may seem small, it is essential that campaigns continue to ensure this group of people are aware of the risks and how to get the help they might need.
As the arguments over a blanket ban rage on, there are pros and cons to consider regarding gambling advertisements on the radio.
The cons include potential exposure to those attempting to recover from addiction or problem gambling, the potential for children to hear the adverts and be tempted to try gambling, and the non-discriminatory nature of television and radio advertising. On the plus side, being allowed to advertise enables gambling companies to entertain and engage the public in a pastime that is harmless to most users, be more transparent while promoting their services and offerings, and offer opportunities for responsible adult gamblers to be made aware of promotions, bonuses and new services or brands to try.
The MPs campaigning to ban gambling advertising are envisaging a complete overhaul of UK legislation regarding the promotion of gambling businesses on television and radio. The UKGC has responded by iterating its commitment to reducing harm caused by gambling drastically. It remains to be seen whether the proposal will go through. In the meantime, there are perhaps certain measures gambling companies could take to reduce the potential damage caused by the small minority of problem gamblers and underage children that see their adverts. These include doubling down on social responsibility and introducing better regulations for potentially addictive features of certain games. These measures form part of the report issued by the MPs to the regulators.
Article posted on 30th October at 10am by RadioToday UK Reporter