In Australia, the advertising of gambling has been a controversial issue. Sportsbetting operators have come under fire for the way that they choose to advertise their services, and several initiatives have been launched to encourage more responsible marketing. In the United Kingdom, similar changes are taking place except it is the betting operators themselves that have launched the new safeguards.
Operators like William Hill and Ladbrokes have signed up to take part in new self-regulation measures for gambling advertising. It is a voluntary scheme, and the operators are showing great initiative in their desire to adjust their marketing tactics in order to encourage more responsible gambling among punters. A new regulator will be established to oversee the progress of the betting operators.
The companies will fund a new campaign that will promote responsible gambling while ensuring that their TV ads feature a greater focus on safe gambling. The new campaign will be launched in 2015, and the operators will start making changes later this year. Starting in October, they will remove posters from shop windows which advertise live odds and dedicate 20% of window advertising to responsible gambling messages.
They will also ban promotional offers before 9pm. So far, Ladbrokes, William Hill, Paddy Power and Gala Coral are the only operators to take part in the scheme. It is hoped that more betting providers will join the cause. The four companies have offered up an open invitation to others.
“As leading gambling companies, we have a responsibility to the communities where we operate – offering fun and entertainment for the majority while protecting the vulnerable, especially young people,” reads a letter from the four companies.
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