Some measures existed before. For example, in 2007, gambling ads were banned from social media and YouTube channels. Though it seems like the problem is not solved, nor the number of children affected by the ads, at risk of gambling or those who often gamble like the professionals, did not decline. Rather, 5,000 more kids were influenced via adds on TV, in media and during the ads break of live Premier League streaming. See here what the new adjustments in the law will be and how operators will be influenced to change their marketing strategy.
Kids Problem Gambling: The Issue
A survey published by the Gambling Commission in 2018 revealed terrific results. The Bishop of St Albans, the Right Reverend, Alan Smith summarized the findings as a “generational scandal”. The topic of the research is child gambling. The commission notes that 50,000 of the children in the UK are gamblers. And that is not all, the number of affected children increased by 5,000 for two years (2016-2018). Moreover, 70,000 are at risk of gambling, while 450,000 are already regular players. The findings observe that 1 in 7 kids aged between 11 and 16 is a gambler.
Following the frightful numbers in the report of the experts, the Advertising Standards Authority is readily banning ads from kids’ prone computer games and online content. Additionally, it’s not only the apps that promote gambling activities to be the one affected by the rules. The Sun claims that all 26 of the Premier League matches presented gambling adds urging the audience to sing up for betting sites. Critics consider that kids are at risk of gambling because of the betting promotions exposed during live games.
Safeguarding Children: The Steps to Implement Further
Why would the advertising authorities set new rules for players on the gambling field right now? They’ve grasped the need for steps that will stop operators playing at the margins” of rules and make it clear that child targeting campaigns will not be tolerated. Gambling providers and bookmakers will need to use all tools to make sure that gambling offers are not targeted at the underaged audience. Additionally, websites popular with children must become gambling ad-free. The adjustment of the law will be in effect as of April 2019. It is believed that the changes will relieve some of the gambling ‘flu symptoms’ of minors and clear the internet media from the triggers.
Television
After the awakening for the changes in the legislation from the Gambling Commission and the Advertising Standards Authority, the industry incl. Bet365, William Hill and Ladbrokes joined their efforts to voluntarily exclude gambling ads from the pre-watershed sports programme. Unfortunately, the forces would not be enough to stop children from observing ads during TV events. Besides, the Church of England is fully transparent that the advertisements should be forbidden from the screens before 9 pm. Even though children spend a large share of their time online (21 hours a week), or on their mobile devices (18 hours a week), more than 90% of teens watch TV for almost 15 hours a week, according to Ofcom’s survey. So, it is equally necessary to examine all media channels where kids may have access to. Added to that, recently the Gambling Commission required gambling providers to demand verification papers before playing a demo or for real cash.
Live Sport
Other research concludes that 95% of British football games on TV showcase at least one gambling sponsors during ad breaks. As some of the operators and other public figures expressed, the ban on betting ads during a sports game can reduce the amount of exposure to gambling for young people. However, there is no guarantee that companies won’t find an alternative outlet like family-friendly channels where content is not exclusive to minors. Lawmakers should be more creative with the law as well, so there is no easy escape from the bans. Certainly, gambling operators do not take responsibility for the potential harms on society. Therefore, regulators must be explicit and following-up with their intentions. Although, advertisements have been forbidden in media and YouTube channels, 70% of youths state that they have spotted a gambling advert on social media and other websites.
The New Advertising Rules and their Consequences
In response the ASA sent a letter to over 450 gambling operators in which it describes the features of games, cartoons and comic book images, animals, ‘child- and youth-orientated references and names of games such as ‘Piggy Payout’, ‘Fluffy Favourites’, ‘Pirate Princess’ and ‘Jack and the Beanstalk’ are likely, alone or in combination, to enhance appeal to under 18s.’ More recently, the gambling licensee, Coral Interactive, had to remove animated images of a rainbow, a pot of gold and a leprechaun from their ads as they were attracting the attention of the underaged audience. The same applied to William Hill app New MarioKart 8 Trick which did not take measures to protect the most vulnerable ones from gambling problems. The new legislation will also make young professional footballer disappear from gambling adds and bookmakers will not be allowed to advertise gambling via social media influencers familiar with children.
Who Are the Figures Not to Be Involved in Gambling Ads?
- Sports Celebrities
- Influencers
- Animated, film or TV characters under 25 or those likely to appeal to kids
Why Coral Interactive Ads Are Likely to be of Children Appeal?
- Animated images of a rainbow
- A pot of gold and a leprechaun
- Fish swimming in the ocean and a wizard
What Else Is Not Allowed by the Standards?
Another operator, m88.com was also charged for its Fairytale game collection. More exactly here are the kids-oriented game features.
- Fairytale Legends Red Riding Hood – an animated image of a wolf and a pixie
- Fairytale Legends Hansel and Gretel – an animated image of a forest
- Fairies Forest – an animated image of a fairy in a forest
The tale of the Red Riding Hood has got a new meaning for young adults. Hopefully, the new rules add clarity and a layer of further protection to the already existing guide about gambling advertisements on live and social media.