MP calls for ITV to suspend gambling ads during Euros

ITV says the majority of matches during the European Football Championship will feature no gambling ads, but SNP MP Ronnie Cowan wants a complete suspension.

UK.- Ronnie Cowan, vice-chair of the House of Commons all-party group on gambling-related harm, has called on the British broadcaster ITV to suspend gambling adverts during the UEFA European Football Championship next month.

The Scottish National Party MP, who represents Inverclyde, called for a move towards a situation in which gambling is “tolerated, not promoted”. 

He said: “The European Championships should be about the beautiful game but it will be impossible to watch without exposure to gambling ads. This type of advertising can have a devastating effect on young people and the vulnerable.

“We need to move to a place where gambling is tolerated, not promoted. My fear is that, with the greater exposure to gambling adverts this football festival will bring, new victims will suffer. I’m backing a ­suspension of gambling adverts on ITV during the tournament.”

According to The Sunday Post, ITV ran 172 gambling-related ads during the 2018 Fifa World Cup.

ITV said that it does plan to include gambling advertising as part of its coverage of the Uefa European Football Championship, which takes place between Friday June 11 and Sunday July 11.

However, it said the number of ads will be “significantly reduced” compared to the 2018 World Cup, which was the last major football tournament the broadcaster covered. This is partly due to the Betting and Gaming Council’s whistle-to-whistle ban.

ITV said in a statement: “The amount of ­gambling advertising around the live broadcast of football matches at the Euros will be significantly reduced compared to the 2018 World Cup.

“The majority of matches ITV plans to broadcast live will have no gambling ads under the ‘whistle to whistle’ ban and the remainder, which all have an 8pm kick-off, will have no gambling ads in the ad breaks before kick-off and before 9pm.”

There has been increasing pressure for a ban on gambling sponsorship in British football.

Sports betting brands launch European Championship ad campaigns

Sports betting operators in the UK have already begun to unveil ad campaigns for the championship.

Ladbrokes launched its “This Time We Play Together” HD advertising campaign at the weekend.

Devised by Ladbrokes’ new ad agency Neverland, the campaign celebrates the unifying quality of football’s return to the international stage after the impact of the Covid-19 pandemic. 

Filmed in May last year, it’s the most high-production campaign Ladbrokes has carried out, featuring drone filming, CGI effects, 190 drummers and more than 200 extras.

It debuted during BT Sport’s broadcast of the Manchester City versus Chelsea final of the Uefa Champions League on Saturday.

Dominic Grounsell, managing director for UK sports brands at Ladbrokes Coral said: “For many, this year’s European Championships will be the first live entertainment experience they enjoy together with friends, family and other fans.

“This groundbreaking campaign brilliantly captures the anticipation that viewers will feel during the tournament. 

“We cast hundreds of skilled and experienced drummers to depict the tension that fans will feel during key moments in a match and we’re very excited about how this campaign celebrates the unparalleled joy, excitement and anticipation that only live entertainment can bring.”

The campaign also involves work with art and entertainment collective #WeMakeEvents. Ladbrokes has pledged a donation to help areas other areas of live entertainment return from Covid-19 restrictions.

Meanwhile, William Hill has launched an advertising campaign to refresh its “master brand”.

The campaign is set to a soundtrack of Neil Diamond’s Sweet Caroline and features real friends celebrating sporting moments. It will also feature Sir AP McCoy, Jermaine Jenas, Rio Ferdinand and Robbie Savage sharing celebrated moments. 

Charlotte Emery, chief brand officer at William Hill said: “We are excited about the launch of the new campaign and the master launch of our iconic global brand.

“William Hill is a brand that is loved and respected across the world, and it was really important for us to unify our global brand under one single identity.”