The RGA (Remote Gambling Association) board, which comprises Betfred, Ladbrokes, Paddy Power, William Hill, and Bet 365, among others, met with discussions in mind regarding a brand new code of advertising standards.
The agenda is thought to bring about the most rigorous series of measures restricting gambling advertisements on television at any point in gaming history.
An Idea Of The Proposals
One of the proposals under discussion is a total ban on pre-watershed advertising by gambling companies. Another is said to be restriction regarding the number of gaming ads, limited to just one per ad-break. The banning of “in-play” ads during live football matches is also under discussion.
As it stands, the RGA’s roughly 35 members are said to be unlikely to reach any considerable consensus regarding actionable changes to advertising standards. Further consultation will be required in-depth before any changes to the voluntary advertising code within the industry can be made.
A Change Of Momentum
Despite the lack of direct agreement, however, the meeting does show a considerable awareness by those within the gambling industry of action that needs to be taken. Whether this is through benevolence or in an attempt to curb potentially more comprehensive Government-led restrictions is up for debate.
There has doubtless been a surge in gambling advertisement however in recent years, as operators are seeking to appeal to as wide a range of the digital-gambling market as possible. The sheer volume of these advertisements has ignited heated discussion about the right time and place for gambling companies to advertise.
The difficulty for the gambling companies is going to be who is going to make the move first. It would doubtless be a socially conscious move to advertise post-watershed only, for example. Whichever company did so would be putting themselves at a considerable commercial disadvantage, however.
If voluntary progress is not made, though, Government intervention seems likely.