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Online gambling advertisement is becoming more popular than TV

by Agencies
08 Dec 2018 at 16:54hrs | Views
After lawmakers in many countries prohibited gambling advertising on television, it was pushed into online spaces. And it was precisely in the network where it has become one of the leaders in views, beating even the traditional automobile giants.

Gambling advertisement is information of a promotional nature regarding online casinos and slots, lotteries, bookmakers or other organizations that provide the opportunity to bet. Usually, gambling advertising, like any other, is reproduced through standard communication channels - print media, the Internet. Gambling operators are often the sponsors of sporting events, so advertising during sports events, such as football or tennis matches, occupies a special place.

Despite the fact, that gambling advertising is not regulated as tough as advertising of tobacco or alcohol, in many countries there is a special legislation that regulates the offer of services of this kind.

Epidemic of gambling ads in day-time TV is irresponsible

During past few years, online gambling advertising has begun to overtake television. The first and main reason is either a partial or complete ban on the advertising of gambling on television. A partial ban on advertising on television is a ban on advertising in a certain period of time. For example, in Australia there is a ban on the broadcast of such content from 5:00 to 20:30.

Why are the actions of the authorities so radical?

The prohibition of advertising on television is caused by the authorities' concern about the rapid spread of licentiousness - gambling addiction, as well as an attempt to protect minors from participating in gambling.

All the above is true if of the gambling business is legal in the state. Otherwise, if gambling is banned on its own, then it is completely impossible to advertise them on the central television channels.

With the goal to protect citizens from gambling as much as possible, in many countries the governement began to develop and introduce laws to ban advertising of gambling in one form or another. For example, in Ireland - both on online platforms and on television and in print. Moreover, the Irish authorities also banned the advertising of betting shops during online broadcasts, as they considered that sports betting leads to bad faith games and aggravates the problem of match-fixing.

In Italy, there is a law, which has not yet entered into force, on a total ban on the advertising of gambling and sponsorship by gambling operators of sporting events. The UK is considering banning advertising of gambling on television, but the question of closing Internet sites is not yet. Spain is considering the possibility of banning advertising in the morning - from 6:00 to 10:00. Georgia also has joined the list of countries that banned gambling.

To get around the restrictions on advertising, some online poker operators advertise free game sites, and sometimes even call these free sites "poker schools".

For the functioning of any market, regardless of whether it is legal or not, advertising is necessary, since it provides an influx of customers. When gambling operators are prohibited from advertising their product on television, they transfer all their efforts to an equally effective communication channel - the Internet. An artificial shortage is created, and competition in the market becomes more tangible. And this, in turn, encourages companies to make maximum efforts to ensure that their product - in this case - advertising, is more interesting, extravagant and, as a result, more effective.

Source - Agencies