Proposals For APPG Gambling Advertising Are Moving Closer To A Complete Prohibition

Recently, the All-Party Parliamentary Group (APPG) on Gambling Reform in the UK has called for a larger reform of regulations on gambling advertising, with the recommendations not far from a complete prohibition.

The APPG released a new report on the effects of gambling advertising on children and young people in collaboration with the Peers for Gambling Reform (PGR). Several suggestions from the two groups regarding potential new limits are included in the article. Furthermore, every major marketing channel is targeted by the suggestions, including influencers, bonuses, marketing, sports sponsorship, and live broadcasts. The regulations represent a larger trend toward seeing gambling advertising as a public health issue, and if passed, they may eliminate the industry’s acquisition channel.

Suggested restrictions by the report

One of the proposals was to ban gambling advertising during the pre-9 p.m. curfew. In addition to ending paid and unpaid internet ads, that would apply to radio, TV, social media, and online platforms. The report also advocated for the elimination of all gambling sponsorship in sports, with the exception of horse racing. Additionally, gambling messages in and around stadiums that hold sporting events would be prohibited under that decision.

It also suggested that gambling-related “content” marketing and TV and radio sponsorship be stopped. Influencers and content producers such as streamers should not be permitted to promote or market gambling on social media or streaming services like Twitch or Kick, according to the Group. Based on the research, children’s video games with a PEGI classification under 18 should not allow gambling advertising, sponsorship, or marketing. The “Growing up in the online world” study also recommended that internet platforms be required by law to prevent under-18s from being exposed to gambling advertising, sponsorship, and marketing.

In addition to worries about widespread exposure, the analysis showed that some advertisements are more harmful than others. It highlighted cross-selling tactics, pushy direct marketing methods, advertising associated with illegal operators, and the sale of high-risk products as areas of concern. Additionally, calls were made to restrict incentives, including “free bets,” “free spins,” and “bet boosts,” as well as to prohibit direct marketing.

“Efficient and strong” approach to executing advertising laws

The report recommended that the agency adopt a stronger strategy for regulation in the meantime. This can include taking strong action against both licensed and unauthorized operators, requesting more authority, and strictly following current regulations.

Additionally, the research suggested making Know Your Customer (KYC) essential for all internet advertisements. According to the research, this will prohibit illegal operators from reaching UK consumers, guarantee that all actors are authenticated, and improve openness over who is making money from gambling advertising.

“These checks, already standard practice in sectors such as banking, could be implemented with minimal burden and would significantly strengthen oversight, enforcement, and the integrity of the regulated market,” it said.

“The government must act fast and decisively. Gambling advertising drives harm, children and young people are particularly vulnerable, and voluntary or self-regulatory measures have consistently failed. A strong, precautionary, and forward-looking regulatory framework is essential to ensure the safety of individuals and communities, prevent preventable harm, and restore public confidence in the governance of gambling in the UK.”

Source: APPG

Proposals For APPG Gambling Advertising Are Moving Closer To A Complete Prohibition

Suggested restrictions by the report

“Efficient and strong” approach to executing advertising laws

Comments