UK gambling industry open to new ads restrictions

Executives from different gambling companies are not opposed to the idea of restricting ads.

UK.- FIFA World Cup has raised concerns in the UK as new research estimates that during the entire tournament viewers were exposed to approximately 90 minutes of betting ads. Industry figures said that it is concerning that there is such exposure for children and that the government should act on it.

Philip Bowcock, chief executive of William Hill, said: “Some sort of change is needed, but that has to be led by government. It’s incumbent on them to step up to the plate and have a serious discussion about it.” The CEO has previously said that he was not against some sort of review around the level of advertising.

Other companies, such as Paddy Power Betfair, said that they were supportive of more regulation in order to reduce the level of advertising that children are exposed to. “[We are] supportive of further regulation… to reduce the volume of pre-watershed TV advertising to protect young children,” said Paddy Power Betfair.

The research carried out by ITV, the University of Sheffield, Box of Broadcasts and Guardian Research revealed that viewers were exposed to 90 minutes of gambling ads, which equals to 17 per cent of World Cup ad breaks or one minute every six.

Peter Jackson, CEO of Paddy Power Betfair, said that he was willing to accept tougher limits for the industry but that it is hard to do so on its own. “Even if progressive operators agree to restrict ads, unless there’s legislation passed, less responsible operators step in and continue advertising.”

Labour’s deputy leader, Tom Watson, said: “The gambling industry has rarely been united over issues of social responsibility – so when operators are openly admitting that the level of gambling advertising has become a problem, we have to take it seriously. Gambling advertising on sports fixtures, in particular, is out of control. International research suggests that children and young adults in particular are increasingly targeted and exposed to gambling messages.”