The Betting and Gaming Council, which comprises 90% of all UK gambling companies, agrees to a full TV and radio advertising blackout but will put the paid ad space to good use. Also, will the National Lottery follow in their footsteps?
The Betting and Gaming Council is a massive player in the UK gambling arena. The association comprises approximately 90% of the country’s online and land-based gambling, betting and bingo businesses.
In an effort to address ongoing concerns over the recent increases in UK gambling, due to a mix of concern, boredom and restrictions on travel and public gathering, members of the BGC agreed to voluntarily stop all gambling-related advertising on TV and radio.
Going Dark But Doing Good
Rather than simply pull all the related ad spend from the TV and radio stations, which could lead to further job losses, the companies will retain the ad spots and instead be flighting responsible gambling ads or donating them to charity groups to assist them in the good work they do during these trying times.
BGC Chief Executive Michael Dugher said:
“We are determined to do everything we can to protect customers potentially at risk during this lockdown period and beyond – and we are determined to drive the high standards that the public expect from us.”
Given that BGC members account for nearly 50% of all gambling advertising on TV and radio this will equate to a massive increase in charitable and responsible gambling messaging reaching players and their families.
The BGC members agreed to address their direct marketing initiatives in two ways. They will continue to decrease the overall volume of their sends and they will be using their social media presence, email campaigns and SMS campaigns to promote safer gambling practices.
Throwing Down The Gauntlet
The BGC is hoping that one of the results of their proactive decision making will be that the National Lottery and society lotteries follow their lead.
Michael Dugher said:
“This major announcement by our members will result in the removal of half of all product advertising on TV and radio. I hope now that other major gambling operators like the National Lottery follow our lead.”
The lotteries groups referenced are responsible for a further 30% of the gambling-related ad spend for above the line channels. If they could be convinced to follow in the BGC’s footsteps it would be a major step forward in practising, and not just preaching, a responsible gambling message.
The Final Countdown
All BGC operators have agreed to implement this above the line media blackout no later than May 7th with it staying in effect for 6 weeks. It guarantees a 24/7 shutdown of gambling ads on mainstream media which will only be reviewed once lockdown restrictions are softened.
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