Leading UK bookmakers William Hill, Ladbrokes, Coral and Paddy Power are set to introduce a voluntary ban on controversial advertising programs promising so-called “free bets” and “free- money” gambling.
The four, founding members of a newly launched independent gambling advertising standards commissioner known as The Senet Group, hope that the actions taken will alleviate public concerns about the ads, which regulatory officials have branded as misleading. There is also mounting concern about the impact on minors of aggressive gambling advertising on television during live sports events .
The English Premier League has stated that betting was becoming “part of the parcel” of viewing live football, and the Football Association, the sport’s governing body, has begun its own independent study into the impact of betting advertising on football viewers and the protection of young audiences.
The four operators say they will look to work closely with Premier League and FA bodies in order to ensure best practice on marketing of betting products and promotions.
The operators stated that they were fully aware of public and organizational/governing concerns regarding betting advertising in English football.
Financial and industry research company Davy Group has reported that gambling advertising targeting football matches had grown 15 percent in the first half of 2014, with “free money” and “free bet” incentives/promotions accounting for two-thirds of the messaging.
Football clubs have also come under criticism for their deep ties with betting operators, with the majority of clubs having some form of promotional partnership.
