You can find gambling advertisements almost everywhere today, from billboards to text messages from betting platforms and even on the Internet while browsing. The reason is simple: casinos and sportsbooks want to promote their services to new users. However, some see these ads as unpleasant because minors might come across them. Also, those struggling with problem gambling may be triggered.
The good news is that many countries have rules to control how and where gambling companies can advertise. In this post, we’ll look at the different approaches in play. By comparing these regulations, you’ll understand how governments balance protecting the public and allowing gambling brands to operate.
Why Do Gambling Ads Need Regulation?
Before comparing gambling ad regulations by different countries, let’s consider why they’re crucial in the first place. The most significant reason is that the ads don’t have a target audience. Anyone can come across them. Besides, the ads usually come with flashy designs and colours, making them almost impossible to overlook.
Therefore, regulations and laws are vital to limit the level of the advertisements displayed. Betting platforms that focus on responsible gaming, like Mr Bet, already have measures in place to run safe ads. However, governments must take an objective approach and not leave everything in the hands of operators.
Around the world, there’s a surge in underage and irresponsible gambling, leading to heavy debts. This can sometimes be traced to a simple betting ad reaching the wrong audience. When regulations set limits, the government can protect the public while allowing casinos and sportsbooks to carry out their services.
Gambling Ad Regulations in Some Countries
Now you know why regulating the adverts is crucial, here’s a rundown of how different countries handle things:
United Kingdom. There are strict rules on betting ads in the UK, and the Gambling Commission has guidelines that control when and where they can appear. For example, the ads can’t use certain content like famous cartoon characters to promote their business. This is to ensure they’re not attractive to children and minors. Furthermore, the UK has recently banned ads that use celebrities or sports stars that are popular with younger audiences. Consequently, underage persons in the country will see gambling as dull and won’t want to indulge in it. If betting companies refuse to follow the rules outlined by the Gambling Commission, they face hefty fines and other penalties.
Australia. Australia’s regulations on gambling are rigorous, especially when a sports game is being shown on TV. It’s called the whistle-to-whistle ban, and it stops gambling ads from airing during live sports events. Typically, children might be watching the game with their families. Therefore, the ban is quite an effective one. Another crucial regulation in AU is that every ad must include responsible gaming messages. They should provide information about where people can find help if they have a problem.
Italy. In 2019, the Italian government put a near-total ban on gambling ads across all media — TV, radio, and online. This was to protect public health, as there was an overly high record of underage gambling that year. This strict rule means gambling companies in Italy cannot advertise publicly. They can only do so in private. Today, people still gamble in the country, but the problem of underage wagering is limited.
Sweden. In Sweden, gambling companies can advertise but with a limit. Specifically, the ads cannot always be displayed; when they are, they must be clear about the risks. Also, they must emphasize responsible gambling and age restrictions. The Swedish Gambling Authority supervises these ads and ensures they follow the rules. Failure to do so will attract fines and legal punishment. If an operator breaks the rules a second time, they may even be shut down.
United States. Following the PASPA ruling in 2018, gambling regulations in the US now vary from state to state. Some have unfriendly rules, while others allow these ads to a certain extent. As such, gamblers in the United States see them differently depending on their location. For example, New Jersey has tight rules that regulate advertising for gambling, while Texas has less and supports casinos. However, from time to time, states do readjust their ad rules. Some put more policies in place, while others completely overhaul the laws.
Protecting the Public With Advertising Laws
Ultimately, every country has its own way of controlling gambling ads, depending on its laws. Some, like Italy, are super strict with near-complete bans. Meanwhile, others, like Sweden, allow ads but with rules to keep people safe. Overall, this shows that governments are making efforts to safeguard the public — especially minors — against gambling risks.