Asa Gambling Advertising
In its monitoring report covering the period from July to the end of September, the ASA said it identified five betting adverts from three gambling operators across six websites that breached its age restriction guidelines.
Joining the ASA in their fight against irresponsible gambling ads is the UK Gambling Commission (UKGC), who will help the ASA identify the most pressing concerns and enforce their rules. The ASA is currently monitoring advertising for all industries for what they deem to be irresponsible references to the COVID-19 pandemic to entice consumers. Nov 21, 2020 According to the latest report, the ASA identified a total of 127 age-restricted ads for breaching the advertising rules. With that ind mind, only 5 gambling ads from 3 gambling operators, appearing on 6 websites broke the advertising rules during Q3 2020. Furthermore, zero breaches were found across YouTube channels. The Advertising Standards Authority (ASA) has banned adverts from five gambling operators using data collected by avatars simulating children’s online browsing behaviour. For the first time, the ASA used monitoring technology to create online profiles that tracked the adverts being served to children as young as six over a two-week monitoring.
This represented a sharp drop on Q2, during which the ASA flagged 70 adverts from four operators on eight websites.
The quarterly monitoring reports form part of a year-long project in which the ASA is monitoring ads served on a sample of over 50 websites and YouTube channels with large underage audiences.
Once ads are identified, the ASA contacts the advertisers to ensure promotions are renewed, and warns them to avoid similar breaches of regulations in the future.
The sweep covers gambling, alcohol, e-cigarettes and tobacco, weight control products and food and soft drinks classified as high in fat, salt or sugar (HFSS).
In total, the ASA flagged 127 age-restricted ads from 44 advertisers across 27 websites and four YouTube channels that were aimed at or were classed as having the potential to attract a disproportionately large child audience.
Incidentally, gambling was the area of least concern for the ASA in the quarter, behind alcohol with six adverts, 14 related to weight reduction and 102 HFSS ads. No ads for e-cigarettes were picked up during the monitoring period.
ASA chief executive Guy Parker praised the efforts of gambling operators.
“We’re encouraged to see advertisers, most notably in the gambling sector, taking steps to target their age-restricted online ads responsibly,” Parker said. “We expect that trend to continue, particularly amongst HFSS advertisers, throughout the remainder of this project and beyond.
“We’ll continue working with advertisers and taking action where necessary to build a culture of zero tolerance for age-restricted ads appearing on websites aimed at children.”
The clampdown on such advertising comes after the ASA in May said children’s exposure to gambling ads has fallen to 2008 levels.
Its 2019 update on monitoring of children’s exposure to advertising for age-restricted products revealed children saw, on average, 2.5 TV gambling ads per week. This sees the rate of exposure fall to 2008 and 2009 levels, when children saw 2.2. and 2.7 gambling ads on TV, respectively.
In recent weeks, the ASA has issued a number of warnings over age-related concerns with gambling adverts. This week, tipster service Thebettingman was rapped after someone under the age of 25 was featured in an Instagram story that promoted its brand.
Last month, GVC’s Gala Spins was also sanctioned over a social media advert that drew criticism over its potential appeal to children.
The Advertising Standards Authority (ASA) has urged the local people to file reports about gambling adverts that make reference to the coronavirus crisis and promised to take swift measures against those who breach advertising code rules.
The regulatory body explained that the way online gambling services are conducted, including the frequency and nature of their advertising, was a matter of paramount priority when it comes to regulation under the ongoing pandemic.
According to the ASA, the massive lockdown has resulted in the establishment of what the regulator described as a captive audience, with many people being concerned and uncertain about the future, not to mention that many Brits are facing financial difficulties because of the situation. What the regulator is concerned about, is the possibility that some of them may recognise gambling as an escape from the situation and face gambling-related harm.
The national lockdown experienced in the UK because of the coronavirus outbreak had already made the advertising regulator launch a reporting process to get notified about any Covid-19-related claims in adverts. Now, it has reminded that gambling was no different than that. That is exactly why the Advertising Standards Authority encouraged members of the public to report gambling adverts referring to the Covid-19 pandemic or any related matters.
Online Gambling Advertising
Advertising Watchdog Reminds That Gambling Companies Should Not Take Advantage of Their Customers
According to the advertising watchdog, ads that feature themes or claims regarding a particular situation or concern during the nationwide lockdown should be reported, too. The regulatory body explained that adverts following such an approach would raise compliance concerns, and the present situation is even more serious, so the ASA would take action against irresponsible messaging in gambling advertising.
In order to do that, the advertising watchdog plans to continue its cooperation with the UK Gambling Commission (UKGC) to identify issues and enforce compliance. On the other hand, the regulator is also set to monitor advertising within the gambling sector for a range of different matters in the coronavirus crisis’ context. The watchdog further noted that it recognises adverts that make references to problem gambling indicators or make gambling look like a normal, everyday activity, as being particularly concerning.
In addition, adverts that suggest gambling as a form of an escape from the reality, refer to customers’ personal problems, or seek to take advantage of customers’ financial concerns, will also fall under the scope of the regulatory efforts.
The ASA revealed that gambling companies are warned to be particularly careful when it comes to being in line with the Advertising Codes and to making sure they do not take advantage of people’s vulnerabilities. The regulator will also continue making efforts to protect underage individuals from being targeted by gambling advertising and from being encouraged to gamble.
- Author
Olivia Cole
