New Advertising Rules Set for UK’s Gambling Industry

2019-10-21

Operators in the United Kingdom are set to see new advertising rules come to force. As soon as the Ashes biennial five-test series match between England and Australia, the writing is on the wall - gambling advertisements had no place in the sporting industry.

The implementation of the new gambling advertisement rules means that fans watching games on TV will not be bombarded with gambling advertisements. The test series was the first major sporting event to be held since these new rules were implemented. Bookmakers will not advertise some of their wares during live matches.

Protecting the Vulnerable

The main reason the British gambling industry saw it fit to update gambling laws last year was to protect vulnerable individuals. With concerns raised on the effects of having live sporting broadcasts stuffed with betting advertisements, there was an increasing need to protect kids and other vulnerable individuals from the effects of irresponsible gambling.

One of the safeguards placed to encourage responsible gambling is the adjusted ‘whistle to whistle’ rule. This rule compels betting operators and broadcasting companies from advertising their gambling services from five minutes before a match kicks off until five minutes after the contest. Detaching betting adds from sporting broadcasts is essential in safeguarding vulnerable individuals.

Horse Racing Exceptions

Football betting adds were recently added to the list of regulated events added under the ‘whistle to whistle’ rule. These laws are applicable to the English Premier League, which only got underway recently, and other lower tiers. All betting firms are expected to comply with this voluntary ban, with horseracing excepted from the ban.

The inclusion of soccer or the exception of horse racing from this ban means that sports fans to do not have to worry about the blitz of ads. On the other hand, racing events are expected to find themselves in the happy position of being the only sports advertised before sporting events.

Possible Recommendations

The move to take legislative measures is made with the betterment of the society is concerned. However, some people hold the opinion that this move will not bear the fruits unless it includes other forms of advertisement. In-stadium advertisements and shirt sponsorships, for instance, are poised to be on the receiving end in future legislations.

There is a possibility of having field and shirts sponsor deals feel the wrath on betting advertisement ban in the future. The amount, frequency, pervasiveness, and stridency of gambling ads have been a topic of significant concerns in the past. In view of this, it is only a matter of time before formal watertight rules are imposed.

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