Today, the advertising business, specializing in the promotion of gambling, has undergone significant changes. More precisely, in this sphere there is a clear change in the concept. As a result, there are new techniques and ways to influence the psychology of players. At the same time, companies are forced to take into account the increased requirements for restrictions imposed on addicted gamers. The main directions in the advertising business involved in the development of gambling are as follows:
Today, most companies have started working using the concept of warning of all the risks involved, as well as the high likelihood of gambling addiction.
At the same time, advertisers on behalf of gambling operators are trying to attract a younger audience. For this purpose, popular movie and television personalities, video bloggers, etc. are used.
On the part of legislators there are attempts to study a complex task, which requires a balanced solution. On the one hand - to limit the influence of gambling advertising on the unstable minds of young people, and on the other hand to continue to receive a good profit in the form of taxes from gambling establishments.
In many countries, there are various trends that it makes sense to pay attention to for gamblers living in the respective locations.
Belgium
This state is a leader in promoting responsible and safe gaming. The policy of the gambling regulator in this country is quite strict. The latest changes in the direction of tightening such policy are as follows:
In March 2023, a decision was made to ban gambling advertising on radio and TV, as well as in public places, media, and movie theaters (the law began to take effect in July 2023).
Advertising on websites and social media will soon be banned.
From January 2025, a ban on stadium advertising campaigns will begin to take effect.
From 2028, gambling operators will not be able to be sponsors of sports clubs (today more than half of the clubs in the country are sponsored by such companies).
Netherlands
This state is also one of the leaders in terms of restricting the advertising of gambling products. For example, in April 2023, a law was passed here to ban online gambling of a non-targeted type. As a result, these restrictions affected almost all media outlets. Now they can only promote offline gambling. Any promotion of online casinos is prohibited.
At the same time, online advertising is not yet prohibited. It is available to use not only social networks, but also other platforms. On the other hand, advertisers are obliged to comply with certain rules. For example, they are instructed to prevent the demonstration of relevant advertising to persons who have not reached the age of 24, as well as addicted gamers who have excluded themselves from gambling through a special register.
France
Here, at the beginning of summer 2023, Influencers (popular bloggers) received a ban on gambling advertising. Today in this country, only companies that have the appropriate technical means to prevent access of underage gamers to gambling content can advertise games. In case of violation of such requirements, criminal liability is possible.
In the near future, the government is going to adopt additional laws to tighten the requirements for advertising companies in relation to gambling. A complete ban has not yet been envisaged.
Australia
The citizens of this country are considered to be among the most gambling, which is of great concern to the public and the government. Today there are active consultations on the introduction of a complete ban on gambling advertising. A special committee has already developed a document with more than 30 recommendations for reforming iGaming. In particular, it envisages a complete ban on advertising of virtual gambling, which will be in effect for 4 years.
In the first stage, all types of incentives for gamers (bonuses, promo codes, credits, etc.) will be banned. This will be followed by a ban on advertising campaigns at sporting events and stadiums. Then they are going to ban gambling advertising on TV (at certain times) and on the Internet.
CIS countries, where gambling is allowed, are also tightening the requirements for advertising of such entertainment. For example, such trends are noted in Kazakhstan, where several relevant laws were adopted in the summer of 2023.
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