Online Gambling Advertizing Becoming Mainstream

Published Sunday, August 03, 2014 -
Online Gambling Advertizing Becoming Mainstream

Advertizing online gambling services has changed so much the operators of gambling products are not same as they once were when gambling had a reputation for being unsavory.

Marketing of online gambling products and services has reached what some critics regard as a critical mass where the gambling culture has become mainstream and therefore potentially harmful to the vulnerable and young.

The Remote Gambling Association CEO Clive Hawkswood was quoted as saying, , “there is little doubt that there is public and political concern about an apparent proliferation of gambling advertising”. Meanwhile, perception matters as much, if not more?, as reality: “The lesson we have to learn from this is that we must address not just the reality of the situation, but also the perceptions that exist.” Similar criticism has been heard across other regulated markets that allow igaming advertising on TV. Which prompts the wider question: can igaming advertising ever be part of the mainstream media landscape?  

Meanwhile the Advertizing Standards Association in the United Kingdom has been keeping adverts honest with the latest complaint against Ladbrokes being upheld as valid. The ad the ASA ruled misleading stated, ‘UP TO £500! IN FREE BETS ON LADBROKES EXCHANGE,’ with smaller, hyperlinked text stating, ‘T&Cs Apply - Click here.’

The ASA commented, “We considered consumers would understand from the ad's claim... that some customers might not fulfil the requirements to receive the full £500 of free bets, but also considered that the overall impression created was that a reasonable proportion of customers would fulfil the requirements to qualify for a significant percentage of the maximum £500 of free bets, within a reasonable time frame,” Among other reasons, the Association explained,

“Because the terms and conditions did not make clear the significant extent of the monetary commitment that was entailed in qualifying for each £25 of free bets, we concluded the offer was in breach of the Code.”


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