Today, we’re diving into a critical topic that affects both the casino industry and radio broadcasting: advertising standards.
These rules are particularly stringent in the UK, aiming to protect consumers and ensure that advertising remains responsible and ethical. To provide an in-depth look at this issue, we’re joined by Christoffer Ødegården, Head of Casino at Bojoko.com.
Bojoko is a leading online platform renowned for its comprehensive casino reviews and expert guides. With his extensive experience and insight, Ødegården will explain the challenges the casino industry faces in adhering to these advertising standards, the specific steps radio stations need to take to ensure compliance and the underlying reasons for these stringent regulations.
Could you give us an overview of the current advertising standards in the casino industry?
Advertising standards in the casino industry vary worldwide, but luckily for consumers, they are especially strict in the UK. The Advertising Standards Authority (ASA) and the UK Gambling Commission (UKGC) have laid out comprehensive guidelines to ensure that advertisements are socially responsible, do not target vulnerable individuals, and are not misleading.
In terms of a quick summary, it is crucial that ads protect children, young people, and vulnerable individuals from harm. For instance, they must not suggest that gambling can solve financial or personal issues. In other words, there should not be anything in the advert that links gambling to social, sexual, or financial success.
A more complicated rule is that ads are not allowed to feature young people. This does not just refer to children but anyone under 25 or, most complicated of all, anyone who could be seen as being under 25. This is a pretty tricky rule and can feel even more subjective on radio. What does it mean that a voice sounds young? This is a point where operators just need to be really careful.
Additionally, any key terms related to an offer must be included in the ad itself, and here, once again, there’s a bit of subjectivity as to what a key term and condition truly are. The fact of the matter is that any condition may impact whether a player wants to get the offer, so be very, very mindful here.
What are some of the biggest challenges the casino industry faces in adhering to these advertising standards?
I think the main frustration for many in the industry is simply how detailed and precise all advertisements must be, with every key term and condition in place. This obviously hogs up the air and can be frustrating to work around. This is why you tend to hear the terms and conditions read in an almost comically fast way at the end of every advert. You just have to put it in there, and the longer the advert is, the more you usually need to pay.
Then there are all the additional rules, which mean the industry always has to second-guess itself a little bit, often being even more careful than it needs to be. For instance, the balance between creating effective marketing campaigns and ensuring they do not appeal to underage or vulnerable individuals is quite delicate. However, operators’ extra care ultimately benefits the listeners.
Speaking of listeners, what specific steps do radio stations need to take to ensure compliance with these advertising regulations?
Radio stations must be particularly cautious about the content and timing of casino advertisements. They need to ensure that ads are broadcast during times when the likelihood of reaching a younger audience is minimal. Additionally, the content of the ads must not be misleading or suggest that gambling is a viable solution to financial problems. They should also include clear messages about responsible gambling and provide information on where to seek help for gambling-related issues.
Why do you think these regulations are so stringent? What is the underlying rationale?
The primary goal of these regulations is to protect consumers, particularly those who are vulnerable to the risks associated with gambling. The UK has a long history of gambling, and while it is a popular form of entertainment, it can lead to significant social and financial problems if not properly managed. We have seen a lot of studies done on problematic gambling, and quite a few of these steps are here specifically based on the results of these studies.
By enforcing strict advertising standards, the regulators aim to minimise the potential harm and ensure that gambling remains a fun and safe activity for those who choose to participate.
How do you see the future of casino advertising evolving, especially with the advent of new technologies and media platforms?
The future of casino advertising in the UK, particularly on radio, will likely continue along the same lines as now, possibly with more added protections for the players. However, I don’t think we’ll see a huge shake-up any time soon. Currently, the government focuses on rolling out responsible gambling regulations for the casinos themselves, including more financial checks, lower betting limits on slots, etc.
What advice would you give casino operators and advertisers to navigate these regulations effectively?
My advice would be to prioritise transparency and responsibility in all advertising efforts. Stay informed about the latest regulatory updates and ensure your marketing teams are well-versed in compliance requirements. Work closely with regulatory bodies and industry groups to understand best practices and avoid potential pitfalls. Most importantly, always consider the potential impact of your advertisements on vulnerable individuals and strive to promote a safe and responsible gambling environment.