Despite negative speculation from anti-gambling groups, data from the BGC has proven that the whistle-to-whistle ban first implemented in 2019 is working. In the just concluded Qatar FIFA World Cup, the volume of gambling ads aired reduced by 34%.
The Betting and Gaming Council (BGC) has reported a significant decrease in TV gambling advertising recorded during the Qatar FIFA World Cup 2022. In a press release held on Thursday, the Council revealed that 110 ads were aired in this year’s World Cup games. This was a 34% decrease compared to 167 ads displayed during the Russia World Cup in 2018.
The drop has been attributed to the whistle-to-whistle ban, which targeted eliminating airing betting ads to minors between 4 and 17 years of age. The ban stipulates that TV commercials with betting content cannot be shown between 5 minutes before a match starts and 5 minutes after the end of the match. In addition, all sports wagering ads are also limited to airing after the 9 pm watershed to minimize exposure to children.
Thanks to the ban, a report disclosed that the number of betting ads seen by minors dropped by 97% in 2021. And according to this year’s data, the numbers seem to have remained about the same.
Impact of The Whistle-to-Whistle Ban
When the whistle-to-whistle ban was introduced on August 1, 2019, there was much skepticism about whether it would actually be effective. Moreover, critics did not hesitate to point this out at the beginning of the Qatar World Cup, claiming that any ads shown during the games would be bad for gambling addicts.
However, the numbers released by the BGC have disproved most of the negative stances. For instance, there was an average of 4.5 ads per live match in 2022 as opposed to 8.5 ads in 2018 for the group stages. During the press release, BGC CEO Michael Dugher noted:
Quote“At the start of the World Cup, the usual suspects said we would see a ‘perfect storm’ of problem gambling, sparked by waves of betting adverts.”
Dugher added that the so-called expert warnings were, in fact, ‘wrong again,’ stating that the evidence reveals that supporters of the ban on gambling ads and sports sponsorships did not have sufficient proof when calling for the ban. He also pointed out that:
Quote“Nevertheless, the reduction in betting ads is further proof of the continued commitment by BGC members to raising standards – while also promoting safer gambling tools like setting deposit limits and time-outs, and signposting help to those who need it,”
The Gambling Black Market is a Problem for the Economy
During the press release about World Cup gambling ads, the BGC CEO also brought up the risks of the black market. On top of posing harm to unsuspecting players, he also cited the lack of contribution to the country’s economy. He said:
Quote“All of this is in marked contrast to the unsafe, unregulated black market online that pays no tax and makes no contribution to the economy or many of our much-loved sports.”
Black market gambling has been an ongoing issue in Europe, with reports showing that the industry has almost doubled in just the past two years. Nonetheless, research by the BGC disclosed that the state of affairs is better in the UK than in other countries as it has a smaller unlicensed market share.
For a while, the BGC has been vocal about the black market gambling industry and how it rides on the restrictions imposed on the legal gaming market. For example, the Council released a report stating that a requirement for licensed operators to carry out consumer affordability checks would devastate regulated betting. Such a move would probably end up scaring players from regulated markets
Tighter Regulation Coming to the UK in 2023
As we speak, the UK is still waiting for a verdict regarding a pending White Paper review on gambling regulations. The release date has been postponed several times, sending the gambling sector into limbo; an industry that currently brings in about £4.2 billion in tax revenue and £7.1 billion in gross income. Furthermore, gambling businesses also create over 110,000 jobs for residents.
In the meantime, the BGC is confident that the White Paper will lead ‘a race to the top in terms of industry standards’ when it is finally published. Tying into this BGC vision, plans are underway to develop a code of conduct to guide how the industry will go about gambling sponsorships and adverts. For example, one recommendation is to require advertisers to dedicate 20% of ad time to airing messages promoting responsible gambling and allocating funds to research, education, and the treatment of problem gambling.
The changes will work in tandem with the Industry Code for Socially Responsible Advertising, which ensures that all operators under the BGC tailor their social media ads to target demographics aged 25 and above. And in cases where ads have to be displayed on search engines, there has to be a message indicating that the adverts are meant for persons aged over 18 years.
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