UK officials may be gearing up to initiate a comprehensive review on the way gambling products are advertised on television, media reports suggest. According to British national newspaper The Times, sports betting and gaming operators may face a daytime gambling TV advertising ban as part of the government’s efforts to limit the influence this type of activities have on minors and people with problem gambling behavior.
Data provided by the UK Gambling Commission shows that the number of UK residents with serious gambling problems has increased significantly over the past three years from 0.4% to 0.7% of the nation’s overall population, or about 336,000 people.
Under the current regulations, operators are allowed to advertise their products on television, no matter what kind of gambling products, after the 9 pm watershed. In order for gambling ads to be seen on TV before the watershed mark, they need to promote bingo products or to be broadcast in the breaks during live sporting events.
However, experts noted that the existing rules expose children to gambling-related ads all weekends creating in them the impression that such activities are normal. What is more, according to the UK Gambling Commission, the number of people aged 18 to 24 to be showing concerning gambling behavior has increased over the past three years to 1.5%. Citing unnamed source, The Times noted that the matter has turned into pressing one for the UK Department for Culture, Media, and Sport and is expected to be addressed in the weeks to come. A spokesperson for the Department told media that they would continue monitoring the effectiveness of the current gambling regulations and will take due measures to improve them, if need be.
A daytime ban on gambling advertising will probably not be welcomed by the industry as well as by television broadcasters. Over the years, the two parties have created what could be described as a mutually beneficial relationship. Seeing television as the one of the most effective channels, if not the most effective one, for promoting their offering, UK-facing gambling operators have been paying enormous amounts of money on clever, witty, and sometimes obnoxious and disturbing commercials and this has obviously proved to be a winning move as expenditure on TV marketing campaigns has been growing with every year passing.
Measurement company Nielsen and the Guardian informed us how much exactly had been spent in the years 2012 to 2015 earlier this summer. According to the figures posted, gambling operators invested £456 million within the aforementioned period to advertise on television. Companies spent £118.5 million on TV spots in 2015, up from £81.2 million in 2012.
