Poll results: Egaming ads need a more responsible approach

The egaming sector needs to take a more responsible approach to marketing if it is to prevent a potential government-led crackdown on advertising, according to the majority of respondents to this week’s eGaming Review poll.

Around 80% of respondents said operators needed to change advertising tack, with 56% calling for minor change and 25% of the opinion a major change of direction was required in order to starve off the potential implementation of restrictive measures.

Just 19% of readers felt operators were already advertising responsibly and believed there was no need for any kind of marketing crackdown.

The response comes after the UK’s Department for Culture, Media & Sport (DCMS) last month launched a review of the country’s gambling advertising guidelines with sports minister Helen Grant having labelled some ad campaigns as being “pervasive”.

“It is timely that the codes are re-examined to ensure that existing controls keep pace with developments in the market, provide adequate protection ““ especially to children and the vulnerable ““ and remain consistent with public expectations about gambling advertising,” a statement from the DCMS read.

Many industry insiders fear the government may elect to prevent the current television advertising of bingo and sports betting before the 9pm watershed, a move which would likely be met with fierce objection from UK-facing operators.

Earlier this week Ladbrokes launched a new UK television advert as part of its new ‘Ladbrokes Life’ campaign specifically aimed at promoting responsible gambling and sensible staking.

“Most betting customers will recognise the message in the advertisement as something they already practice but we believe it is important to continue to promote responsible gambling to ensure people stay within their limits and don’t take unnecessary risks,” Richard Glynn, Ladbrokes chief executive, said.