Poll: Should the egaming sector advertise more responsibly?

The UK government’s investigation into the volume and frequency of online gambling-related adverts may not result in a damaging crackdown, however it serves as a timely reminder of the industry’s precarious position.

Earlier this month the UK’s advertising authorities began an in-depth review into the country’s gambling sector, a move in part driven by an increase in complaints received by the Advertising Standards Authority (ASA).

It comes at a time when operators all over Europe are investing more than ever in their TV marketing, with Ladbrokes launching a high profile campaign earlier this month and even smaller online bookies such as Betfred.com investing £10m over the course of the past football season.

The competitive nature of the casino, bingo and particularly sports betting markets mean that eye-catching, loud, and frequently repeated ads have become an integral part of operators’ strategies.

It is the volume of adverts, and the daytime scheduling of many of them, which has attracted the most criticism, although some adverts have also been criticised for glamorising gambling and not doing enough to promote responsible gambling.

And with the World Cup approaching, marketing investment in sportsbook adverts, along with a greater emphasis on mobile products, shows no sign of slowing down.

But is the industry shooting itself in the foot with the sheer volume of adverts on our TV screens? And are messages promoted within the ads likely to attract unwanted attention from governments and regulators alike?

Have your say on the right hand side of the page