Just a few days ago, the UK’s biggest gambling companies agreed to ban television ads after being criticized for their aggressive user-targeting strategy.

As reported by the Casino Guardian, the Remote Gambling Association (RGA) announced the agreement, stating that the decision came after local gambling companies faced increased pressure over their advertisements broadcast during sports broadcasts. According to some experts, the ban on advertising should be just the beginning of more serious changes in the field of sports betting, especially in football.

The relationship between gambling operators and British football clubs has been widely discussed for some time, and both sides have faced criticism over the large number of sponsorship deals they have entered into over the past few years. The sports betting giants have found a way to attract as many people as possible and get them excited about gambling through partnerships with some of the country’s largest football clubs.

gambling advertising uk

Now, according to the agreement between the RGA members, the ban on advertising of whistle-to-whistle gambling should apply to all types of gambling, except for horse racing. As the Casino Guardian previously reported, the impact of the ban on TV gambling advertisements is expected to be primarily felt in football, as the sport has enormous financial value to both local gambling operators and broadcasting groups.

The past few years have seen a rapid increase in the number of gambling advertisements broadcast on television during sports broadcasts, especially during football matches. Earlier in 2018, there were reports that the British were literally bombarded with gambling ads at this year’s World Cup.

ITV reportedly devoted 90 minutes, roughly one-sixth of all advertising time, to sports betting advertisements during the world’s largest football competition.

Despite the best efforts of gambling companies to put out the fire and prove that they are committed to promoting responsible gambling, the high volume of advertisements during live sporting events is considered one of the main driving forces behind the ever-growing problem with gambling. Anti-gambling campaigners argue that a large number of television advertisements are aimed at making gambling look normal to customers, and that such advertisements are often targeted at the most vulnerable members of society, including children.

There is still hope that the latest measures that have been agreed with the RGA will increase the self-awareness of bookmakers, although anti-gambling campaigners say they still have a lot to do to combat the possible negative impact of gambling on people. Undoubtedly, gambling operators have a lot more work to do if they want to avoid possible government interference, as such measures will certainly be much more serious.

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