BGC members agree voluntary TV and radio ad ban during Covid-19 crisis
Leading UK operators agree to cease above-the-line marketing for six weeks from 7 May
Betting and Gaming Council (BGC) members have voluntarily agreed to remove all TV and radio gambling ads for six weeks in response to the coronavirus pandemic.
The new agreement will begin on 7 May and will remain in force until 5 June at the earliest.
The blackout will apply 24 hours a day, seven days a week, and will only be reviewed when lockdown restrictions are relaxed. Existing TV and radio advertising slots will either be replaced by safer gambling messaging, donated to charities or removed from TV broadcasts.
BGC member firms currently account for 50% of all gambling advertising on TV and radio. The trade body has asked remaining gambling advertisers to follow its lead.
Good point. @BetGameCouncil acted to stop 50% of gambling ads on tv/radio yesterday. What about the other 50%? Question for Govt & other parties: Do they think it’s ok for other major gambling operators eg National Lottery & remaining online bingo to still advertise on tv/radio? https://t.co/yy9Rc6VFmW
— Michael Dugher (@MichaelDugher) April 28, 2020
Chief executive Michael Dugher said the BGC had underlined its commitment to safer gambling during the coronavirus lockdown, following up on its 10-pledge plan released last month.
“We have been working closely with our member companies since this crisis began to monitor the impact of betting and gaming,” said Dugher.
“There hasn’t been an explosion in people betting online as some had predicted – in fact, the opposite is true with total revenue down by up to 60%,” he added.
The news comes less than a week after Gamesys Group confirmed it would remove its own TV and radio ads, as well as suspending untargeted digital marketing.
“Overall gambling levels have also fallen significantly as a result of betting shops and casinos closing and the suspension of live sport,” said Dugher.
“And while advertising levels on sports and casino are also down, again contrary to some assertions, we recognise that removing product advertising will act as a further safeguard during Covid-19,” he added.