Is Great Britain Falling Behind On Online Casino Ad Regulations?

European nations have moved to heavily restrict gambling ads, with Italy, Spain, Belgium, and the Netherlands enforcing bans and curfews. A new report suggests Great Britain is falling behind, but experts argue the UK has instead crafted a balanced approach that allows advertising freedom while promoting safer gambling.

Gambling-centred advertising has always been a focus area for many countries, especially those where the hobby is a cultural integration. However, it seems that there has been a global shift towards more intense scrutiny and stricter controls when it comes to casino and iGaming marketing. This can be seen in the imposed laws and regulations in the European region, but it has also brought much attention to Great Britain. Despite being driven by public health concerns, it seems Great Britain might be falling behind, so let’s take a closer look at why that may be the case.  

The gambling scene can only be described as a digital revolution in motion, with many new iGaming innovations offering punters bonuses, crypto integration, and gaming lineups. From Telegram-centric, bot-driven platforms to the best crypto casinos, these appeal to consumers with proprietary tokens and fast payouts. Of course, it should come as no surprise that there is a higher demand from casino operators (primarily digital) to market their unique offerings. With concerns of public health being raised by European governing bodies, there is much pushback on these marketing campaigns in hopes of curbing gambling ads.

This is a stance that extends beyond responsible gambling, rather focusing on denormalising the visibility of gambling-related adverts. Some great examples of this would be Italy’s Dignity Decree in 2019, which nearly banned all forms of direct and indirect gambling ads to control licensed operators’ marketing. Spain’s 2020 Royal Decree restricted late-night gambling ads (specifically between 1 and 5 am) alongside bonuses and celebrity endorsements. Belgium and the Netherlands banned these ads from all media, while Germany implemented strict rules on online poker and slots ads.

When comparing these regulations, it becomes clear that the common goal is to limit public exposure to such content. At face value, this is a commendable act on the part of the European region to protect vulnerable individuals, but is it really okay to say Great Britain is falling behind? Instead, it would seem the region has a unique approach to this stance, with gambling playing such a prominent role in UK culture and everyday life. As such, it can be argued that Great Britain has found the perfect balance between a regulated yet permissive environment. 

To better understand this, it helps to break down the regulatory framework Great Britain follows, which is the Gambling Act 2005. In its simplest form, the rules centre around ads not misleading viewers, targeting younger demographics, and/or being harmful. Compared to European laws, Great Britain allows casino operators promotional freedom, wherein free spins, sign-up bonuses, and more are openly advertised. Casino ads can appear on television and social media; however, there is an industry body (BGC – Betting and Gaming Council) that measures adherence to the prescriptive controls in place.

A recent GambleAware report claims Great Britain is lagging behind due to its regulations not being as strict as those implemented in European regions. Even more, the argument centres on how Great Britain has more evidence of advert harm than its European counterparts. There is a disconnect between regulatory bodies and the public in Great Britain on what the standard should be. In fact, the public is pushing for stricter rules when it comes to gambling-related marketing, and this is a logical stance to maintain.

Naturally, aligning with European restrictions makes sense, but is it feasible in a region where gambling is prominent? Eliminating or restricting gambling ads may limit exposure, but it won’t stop punters from seeking out varying casino options. Instead, it makes more sense to maintain a permissive environment wherein licensed operators are privy to promotional freedom. This way, even though gambling ads are still visible, it is done in a more controlled manner, ensuring consumers are only using safe, licensed options with responsible gambling tools in place.

Great Britain will always remain an enticing market for many operators to set up shop, which is why regulating it is important. While European restrictions favour public health, Great Britain can make a few adjustments to protect operators, consumers, and economic growth alike.