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A Fine Line for Advertisers

Online casinos, bookmakers, and others affiliated with the UK gambling industry are all walking a fine line as they forage into new waters with the newly adopted liberal UK advertising regulations. While the UK has certainly opened up all new avenues of advertisements to the online casino and betting companies, those same companies are on a tough road since there is no previous legal precedence to follow as guidelines for appropriate advertisements. A multi-million dollar Ladbrokes television campaign is the first to be investigated by the Gambling Commission.

Four complaints against the Ladbrokes ads are what specifically have led to the Gambling Commission’s investigation. The complaints contend that ad is designed to appeal to underage gamblers because of the use of celebrity footballers, and that the copy in the ad plays on "male bravado and peer pressure." The online casino industry is certainly often the brunt of complaints from a variety of sources, so this is just one more area that the companies will face criticism.

The online casino betting company plans on “vigorously defending” its advertising campaign and even elaborated on the specific target market. The company went for a younger demographic than is traditionally targeted by some of the more established betting companies that make a large portion of the company revenue from horserace betting. Instead, the Ladbrokes ad is aimed at the 18-34 market of occasionally football bettors. The company is confident that it has not broken any of the new advertising rules and that investigation will come to the same conclusion.