UK stakeholders oppose new legislation

The UK Government seeks banning gaming advertising during the daytime.

UK.- Whilst the UK gaming regulation could reinforce the restriction on the industry’s advertising during daytime, local stakeholders showed opposition to the debate. The regulation would control marketing campaigns in traditional and social media outlets. According to the government, the new measure will prevent exposure of children to gambling.

The UK Department for Culture, Media and Sport (DCMS) introduced the legislation after the results of gaming addition studies in the country. Tracey Crouch, Sports Minister stated: “The government is committed to ensuring that people, particularly the young and vulnerable, are protected from the risk of gambling-related harm. We are keeping the issue of advertising under review to ensure that sufficient protections are in place, and will not hesitate to take further action if necessary.”

Currently gaming operators are allowed to advertise their services only after 9 pm. However, the companies keep the activity during daytime at different advertising channels such as social media. Furthermore, the operators are choosing young celebrities as sponsors, which can boost minors to participate at gaming services.

In opposition, stakeholders such as the British Horseracing Authority, Clive Hawkswood, chief executive officer of the Remote Gambling Association (RGA), and the British Broadcasters have shown their concerns about the impact in their revenue and they argue that gambling advertising hasn’t proven significance in gambling addiction.