UK to Introduce Ban on Gambling Advertisements

    UK to Introduce Ban on Gambling Advertisements

    The United Kingdom is one of the strictest places when it comes to the enforcement of rules and laws related to gambling. While these laws exist for the protection of consumers and customers of the casinos and other gambling outlets, these can be an unnecessary headache for players who are looking for a completely hassle-free gambling experience. One such law to put a ban on gambling advertisements that have been in the works concerns the gambling advertisements in the UK. Let’s take a closer look at what this means for consumers and businesses in the country.

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    Increase in Gambling Advertisements

    Owing to the Gambling Act of 2005, casinos have been able to advertise on all forms of print and electronic media without any restriction. According to independent researchers, there has been a steady increase in gambling advertisements across all media over the past few years.

    This increase, when translated into figures, makes around £64 million or more than 25% between a three-year period from 2015 to 2018. With only a three-year period showing such a drastic increase, one can only imagine what the data for the past decade might look like.

    Impact of Gambling Advertisements

    According to various researches, the surge in gambling advertisements has been perceived negatively by the general public. The most vulnerable segments of the population, the children and adolescents, have reported seeing multiple advertisements in-game during sports and on billboards or walls throughout the country.

    How Will the Ban Affect Gambling Advertisements?

    The recent push for this ban on gambling advertising by the UK parliament has seen the CAP (The UK Committees of Advertising Practice) considering a blanket ban on the use of influential celebrities and prominent sports figures in the gambling ads. This would decrease the appeal of these ads to the vulnerable sections of the population.

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    This drastic decision comes after the research conducted by GambleAware which pointed out that the current gambling ads are more likely to target and affect the younger population rather than the actual target audience, i.e. the adult population. Another important way the ads are expected to change is the ban on gambling ads in the regions of the UK where more than a quarter of the population is below the age of 18.

    Previously, under the Gambling Act of 2005, there have been amendments to include a ban on all gambling ads before 9 PM and a blanket-ban on the advertisements before and during the major sports events of the country.

    What Are the Chances for a Complete Ban?

    The chances that the CAP will put a complete ban on all gambling ads are quite slim. This is supported by the fact that the CAP has not entirely enforced all of the GambleAware recommendations regarding the tighter control over these ads. For instance, GambleAware suggested a stricter threshold on the “below 18” rule. However, the CAP has resisted its implementation, citing the fact that the present state of evidence does not support this measure. As such, the “quarter of the population below 18” rule will hold until further announcements.

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