Gambling ads expenditure raises in the UK

According to a study by strategic consultancy Regulus Partners, overall marketing expenses have increased 56% since 2014.

UK.- Strategic consultancy Regulus Partners presented the Gambling Advertising and Marketing Spend in Great Britain 2014-17 report and showed that overall marketing expenditure has increased by 56% in the UK since 2014. According to the study, around half of the €1.78 billion last year was invested online and television advertising accounted for just 15% of the total.

Direct online marketing expenditure in 2017 nearly doubled the €451m that was spent in 2014 as it reached €842 million. Meanwhile, other forms of online marketing also grew as social media spend rose to €168 million last year (€47.3 million in 2014) and affiliate marketing reached nearly €340 million (€318 million in 2014).

Other forms of marketing also increased: TV, €175 million to €264 million; sponsorship (football shirts, horse racing, etc) €33.8 million to €67.6 million. On the other end, print newspaper ads and billboards fell 9% from €106 million in 2014 to €79 million in 2017, mainly due to a major focus on online channels.

“Children are growing up in a very different world than their parents,” CEO of UK problem gambling charity GambleAware Mark Etches said. “The Gambling Commission reports that 59% of 11 to 16-year-olds have seen gambling advertisements on social media, compared to 66% on television.

“The Regulus analysis shows that much more attention needs to be paid to the extent of gambling-related marketing online and that internet companies and social media platforms must share in the responsibility to protect children, and to generally raise awareness of the nature of gambling, associated risks of harm, and where to go for help and advice if it is needed.”