Almost no restrictions in the UK
In collaboration with the market research company Ipsos and the University of Bristol, GambleAware has published a study that examines the regulation of gambling advertising in an international comparison [study on English].
The researchers came to the conclusion that Great Britain imposes significantly more permissive advertising regulations on the industry compared to Belgium, United Kingdom, Italy, the Netherlands and United Kingdom. Only in Australia are there fewer restrictions.
The study justifies the fact that the countries mentioned were used as a comparison by saying that they have certain similarities to Great Britain in terms of the size of the gambling market, a recent reform and the fundamental liberalization of online gambling.
Bestpossibleer player protection through advertising ban?
Dr. Raffaello Rossi, author of the study and a marketing researcher at the University of Bristol, seems certain that there is enough evidence of the harmfulness of gambling advertising to require greater restrictions:
Our research shows that the UK has the strongest evidence of the harm from gambling marketing, but has some of the lowest restrictions in Europe. This suggests that the lack of strict restrictions is not due to insufficient evidence, but rather a lack of political will. – Dr. Raffaello Rossi, marketing researcher at the University of Bristol, source: The Guardian
However, a look at Italy, where there has been a complete ban on advertising for gambling for years, shows that this measure alone cannot seem to prevent people from developing a gambling addiction.
The European Gaming and Betting Association (EGBA) even issued a warning to the country regarding the restrictive advertising restrictions. As a result, Italy passed a decree that should enable licensed providers to advertise legal gambling sites. This is intended to curb the black market by educating players.
Has self-regulation of gambling advertising failed?
In Great Britain, a system of self-regulation is predominantly practiced, which, according to the researchers, is not functional. Another study from the University of Bristol, for example, showed that More and more gambling advertising will be shown in the British Premier League, although this has been criticized for a long time.
A third study also showed that the British population now overwhelmingly believes that there is too much gambling advertising across all media. Around 75% of those surveyed would welcome stricter regulation.
GambleAware doubts that stricter regulation could be enforced without a fundamental rewrite of gambling laws. There would be conflicts of interest and resulting enforcement problems with the current approach to self-regulation.
A spokesman for the Department of Culture, Media and Sport in Great Britain told The Guardian that they were aware of the issue and were already working on reforming gambling policy.
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- Gambling advertising in the UK not sufficiently restricted, study says