UK Betting Companies To Remove TV And Radio Ads During Coronavirus Pandemic
UK betting and gaming operators will voluntarily remove TV and radio ads during coronavirus pandemic, according to the Betting and Gaming Council (BGC).
The industry standards body which represents betting shops, online betting and gaming says it is taking the measure in response to the ongoing lockdown, despite a drop in advertising spend and the volume of TV sport ads dropping by up to 10 per cent.
“From day one of this crisis we have sought to protect customers potentially at risk, including announcing stepping up safer gambling measures as part of our ten pledges for Covid-19 in March,” said Michael Dugher, CEO, BGC.
“This latest move by the regulated industry further underlines our commitment to safer betting and gaming with many people cut off and feeling anxious.
“We have been working closely with our member companies since this crisis began to monitor the impact of betting and gaming. There hasn’t been an explosion in people betting online as some had predicted – in fact, the opposite is true with total revenue down by up to 60 per cent.
“Overall gambling levels have also fallen significantly as a result of betting shops and casinos closing and the suspension of live sport. And whilst advertising levels on sports and casino are also down, again contrary to some assertions, we recognise that removing product advertising will act as a further safeguard during covid-19.”
The body says that the measure comes despite a drop in online revenue of up to 30 per cent and total member revenue down by up to 60 per cent. It also says that all of its operators will implement the change by no later than Thursday 7th May, with restrictions remaining in force for six weeks, and at a minimum until 5th June 2020.
The voluntary change will apply ’24 hours a day, seven days a week and will only be reviewed when lockdown restrictions are relaxed,’ according to the BGC.
“This major announcement by our members will result in the removal of half of all product advertising on TV and radio. I hope now that other major gambling operators like the National Lottery follow our lead,” added Dugher.
“Throughout this crisis, as the new standards body, the BGC has worked very closely with the Government. Ministers and the regulator all deserve credit for their steadfast and consistent determination to have an evidence-led approach and to rightly call for higher standards. There will always been alarmist noises from anti-gambling prohibitionists who just want to grab headlines, but it is this serious, constructive and evidence-led approach by the BGC’s regulated members that has resulted in this further major change.
“We are determined to do everything we can to protect customers potentially at risk during this lockdown period and beyond – and we are determined to drive the high standards that the public expect from us. I hope others follow our lead”.
The BGC says existing TV and radio advertising slots will be replaced by safer gambling messages, donated to charities or removed from broadcast where contracts permit.
