A favourite blogger will not recommend to bet on sports anymore or how gambling advertising is changing right now
Today we are used to the most unbelievable things: we are not surprised by the logo of a gambling company on the jerseys of players of our favourite teams, bloggers tirelessly advise us to get rich just by clicking on the link in the description, and sports betting ads appear in the most interesting moments of the film. And if it's not already surprising, imagine gambling sponsorship at universities. The world is changing and gambling adverts are now not just in casinos but in our everyday lives, and from the hobbies of football fans and sports bar regulars, betting on sports and in casinos has reached teenagers and even housewives.
Not everyone knows the measure and today many countries are developing new restrictions and laws to regulate this.
On the one hand, many gambling companies support the concept of "responsible gambling" (warning about the risks of gambling, informing about possible gambling addiction and even setting limits on bets), and on the other hand, they are increasingly targeting a wider and younger audience, including images of cartoon characters and celebrities in gambling advertisements, involving famous bloggers in advertising. Lawmakers face the difficult task of finding a balanced solution to this problem. And at the forefront of the movement for the most balanced approach are countries where not only the revenue from the gaming industry reaches impressive figures, but also where social institutions are well developed.
Belgium
For example, Belgium and the Netherlands, leaders in promoting safe and responsible gambling practices, are known for their strict regulatory policies on gambling. Thus, in March 2023 Belgium adopted a decision (effective from 1 July 2023) to ban gambling advertising on television, radio, in cinemas, magazines, newspapers and in public places. Internet advertising on websites and social media will also be banned. From 1 January 2025, Belgium will introduce an additional ban on advertising in stadiums, and from 1 January 2028, gambling companies will be prohibited from sponsoring professional sports clubs. This is a very significant restriction for the industry, as currently half of all clubs in Belgium's top football league are sponsored by gambling companies.
| And according to UEFA's 42 league report, of the 182 clubs with a new main shirt sponsor this season, 27 per cent have signed deals with gambling or sports betting companies, up 2 per cent on last season, and in 16 leagues, gambling companies are title sponsors of the league itself. |
Netherlands
Following Belgium's example, in April 2023, the Dutch Ministry of Justice published a law (effective 1 July) banning non-targeted online gambling advertising, arguing that there had been a surge in advertising following the legalisation of online gambling in 2021. The new advertising restrictions will apply to all types of media, meaning that online gambling adverts are banned on TV, radio, print media and billboards. At the same time, advertising of real gambling establishments will still be allowed, but it must relate only to offline products and services, there must not be references to any online services, even if the gambling operator conducts business both offline and online. From 1 July 2024, gambling companies in the Netherlands will be banned from sponsoring events and shows, and from 1 July 2025, a ban on sponsoring educational institutions and sports clubs is expected to be introduced.
In contrast to Belgium, in the Netherlands online advertising, including simple banner ads, social media platforms or video-on-demand, as well as targeted advertising such as mailing lists, is still legal, but only if providers fulfil certain conditions.
| For example, online advertising or targeted advertising will be permitted if the provider actively prevents ads from being shown to under 24 year olds, those with a gambling addiction, and players who have decided to exclude themselves via CRUKS (the Dutch self-exclusion register for gambling). |
At the moment, the technical regulations to implement such a system have not yet been adopted. It could possibly function as follows: advertising providers have direct access to the CRUKS database to determine which users are listed in the register. When creating advertising campaigns, advertisers set targeting criteria, excluding groups registered in the CRUKS database and those under 24 years of age.
France
France is not lagging behind either, in June this year the French Parliament passed a law banning Influencers from advertising gambling. The law refers to Influencers as "commercial influencers" and defines them as natural or legal persons who, through payment, use their visibility to an audience to distribute publicly available content in electronic form in order to promote, directly or indirectly, goods or services. Therefore, gambling advertising in France can now only be carried out by organisations that have technical means to prevent minors from accessing such content. Criminal liability has been established for infringements. In addition, the French Gambling Authority has published a draft decree that would require all online gambling advertising to contain a warning about the dangers of gambling addiction, i.e. the advertisement must indicate where consumers with gambling addiction problems can get help.
Australia
Australia is also actively discussing the possibility of banning gambling advertising. The House of Representatives Social Policy Committee, which has been studying online gambling and its impact for several months, has released a report outlining 31 recommendations to reform the gambling sector in Australia. The report outlines a four-phase comprehensive ban on all forms of online gambling advertising, including social media, to be implemented over three years.
- The first and second phases include a ban on gambling incentives, including offering bonuses, credits, vouchers, and a ban on gambling advertising in stadiums, including on players' uniforms.
- The third and final phases would ban the broadcasting of gambling adverts on television between 6:00 and 22:00 and any advertising and sponsorship of gambling on the internet.
In addition, in April 2023, it was reported that the Ontario Liquor and Gaming Commission, in addition to the existing requirements for online gambling advertising, is considering banning the advertising of sports games and online gambling involving celebrities. If enacted, any gambling advertisements involving current or former athletes would be prohibited. In addition to the participation of athletes, it would also be illegal for gambling companies to use cartoon characters, influencers and celebrities in their advertising.
CIS
The issues of gambling advertising are actively discussed not only by the legislative bodies of European countries, but also in the CIS. In June this year, for example, there was news that the Almaty Akimat approved the Rules for the installation of outdoor (visual) advertising, which regulate the procedure of placement outside the premises. Initially, these Rules included a norm prohibiting the placement of gambling advertisements, but the Ministry of Justice refused to approve it, as it does not comply with the Law of Kazakhstan "On Advertising". In this regard, it is now planned to amend the Law of the Republic of Kazakhstan "On the special status of the city of Almaty" to include a norm prohibiting gambling advertising. Along with this, the Deputy Minister of Information and Public Development of Kazakhstan pointed out that the Parliament of Kazakhstan plans to consider a bill on ludomania in the autumn.
As you can see, gambling advertising is undergoing changes and is coming under increasing scrutiny from governments and the public. Sport and social media are becoming platforms on which gambling organisations are increasingly active in their advertising campaigns, and this in turn is causing government and public outcry. A ban (or significant restriction) on advertising by celebrities (Influencers) and a ban on advertising by sports clubs are the two main ideas to combat gambling addiction and the negative impact of online gambling.
However, there are always two sides to the coin: opponents of restrictions say that clubs will lose a large part of their legal income, and players will go into the shadows to illegal operators, to whom the concept of "responsible gambling" is alien, as well as the payment of taxes and care about the consumer. In any case, it is obvious that in the near future online casinos and bookmakers, at least officially, will become much less visible than they are now, when every second blogger talks about easy earnings in casinos, and every second site offers sports betting.
Dear journalists, use of material from the REVERA website in publications is only possible with our written permission.
To approve material, please contact i.antonova@revera.legal or Telegram: https://t.me/PR_revera