U.S. Gambling Advertising Hassels Continue
Published: Friday, June 03, 2005 Online-Casinos.com
U.S. ADVERTISING HASSLES CONTINUE
Two agencies back away from Belle Rock's $20 million
Speculation was rife this week that the US Department of Justice's threatening moves against advertising media could have caused two more agencies to back away from a lucrative contact.
The speculation followed reports in Adweek that two U.S. agencies had withdrawn from a pitch for the $20 million Belle Rock interactive gaming account. One agency refused to comment, whilst the other cited a parent group's corporate policy against working for wagering entities.
The two agencies, both members of the Omnicom group were Integer in Dallas and Zimmerman & Partners in Fort Lauderdale, Fla. This leaves the field open to Interpublic Group's Avrett Free Ginsberg and Havas' Euro RSCG, both in New York, sources said. It was unclear if Zimmerman will be replaced with other contenders for the offline ad duties that Belle Rock places through them.
Omnicom is apparently not the only holding company barring shops from pursuing such (online gambling) business. MDC Partners has also told its shops to pass up such reviews, due to the pastime's dubious legal status in the U.S.
"MDC's general policy is to prohibit its agencies from representing clients engaged in unlawful online gambling," according to a statement from a MDC representative.
Adweek says that online gambling interests, such as Party Poker and Hollywood Poker, have thus far skirted laws barring ads from TV and print by promoting their brands via "educational," or free play sites. Both poker venues advertise -.net sites on TV. When players are ready to graduate to wagering sites, they can move onto the -.com venues.
The report concludes that the U.S. Department of Justice has made clear its position on the placement and acceptance of such ads. A 2003 letter to the National Association of Broadcasters said, "Any person or entity who aids or abets in the commission of [illegal Internet gambling] is punishable as a principal violator," and likened such advertising to ads for "illegal narcotics sales, prostitution, child pornography or other prohibited activities."
The interpretation of the law as it applies to agencies, however, has been left to corporate counsels.
It is said that IPG is leaving such new business decisions open to its shops. In fact, Belle Rock is the second online gambling account pursued by AFG. The shop was also a contender for the $20 million Fortune Lounge Group account, which was ultimately awarded to independent Eisner Communications in Baltimore.
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