Regulatory breach by Entain's advertising unit warrants a precedent: insights from a legal authority
United Kingdom: Navigating Game Advertising with Caution
*** Igaming, Sports Betting, and Advertising *** Viktor Kayed, SBC News
Got a promotion brewing? Legal advisor Felix Faulkner, solicitor at licensing law firm Poppleston Allen, suggests that UK gaming and betting operators like Ladbrokes might want to pump the brakes and think twice before pushing the 'launch' button.
Faulkner's take on the ongoing tussle between Ladbrokes and the UK's Advertising Standards Authority (ASA)? In a nutshell, it's all about understanding the promotion's wider social context before going live.
For the UK iGaming industry, Faulkner offers a three-point checklist that operators should religiously follow when rollin' out promotions:
- Smart Naming: Operators need to dig deep into the language they use for their promotions, nipping any terms that may remind you of kid-friendly products in the bud. Nicknames like "V-bucks" and "Robux" could potentially breach advertising standards.
- Situational Awareness: It's important to stay clued up on how terms and imagery have been used historically and currently, especially within youth culture and popular media. Don't let cute monikers like "lad," popular in some brands, become the wrong attention grabber.
- Visibility Inspection: Looks aren't everything, but the potential impact of your advertising should be assessed—from the initial launch and beyond—in the greater media landscape. It'll help you steer clear of anything that could inadvertently appeal to vulnerable groups or minors.
At the heart of it all? Responsible gambling is non-negotiable, with the UK Gambling Act setting the standards. Your marketing and advertising should fall in line with the Licence Conditions and Codes of Practice (LCCP) issued by the Gambling Commission and the regulations set by the Advertising Standards Authority (ASA).
With Faulkner's advice echoing the age-old adage, "measure twice, cut once," responsible operators are better off doing a thorough risk assessment and avoiding any breaches that could potentially land them in the hot seat or tarnish their reputations. So, don't rush in and slap on a promotion haphazardly. Strategize, assess, and launch with confidence!
In the context of the UK's gaming and betting industry, operators must be cautious when naming promotions to avoid any terms reminiscent of child-friendly products, as these may breach advertising standards, making sports-betting a sensitive area. To avoid potential breaches and reputational damage, it's crucial for operators to follow guidelines set by the Advertising Standards Authority (ASA) and the Gambling Commission, ensuring their advertising aligns with responsible gambling practices and the Licence Conditions and Codes of Practice (LCCP).
