01_Ladbrokes’ television ad
02_iGaming’s mock gambling ad
Laying the cards on the table
In March 2007, CAP and BCAP announced rigorous and robust new rules for gambling advertising. The rules were developed in response to the Gambling Act 2005, which introduced a new legislative framework for gambling, and followed public consultation. The new rules came into effect on 1 September 2007.
Previously, gambling advertising had been restricted in non-broadcast media and almost entirely prohibited on TV. CAP and BCAP’s primary concern was to ensure that greater freedom for betting and gaming operators to advertise would not harm consumers.
The key principle of the strict new rules is that all gambling ads should be socially responsible with particular regard for the need to protect children and vulnerable members of society. The rules include the requirements that gambling ads should not exploit young people, suggest gambling can be a solution to financial concerns, link gambling with sexual attractiveness or appeal to young people.
Knowing the house rules
In anticipation of 1 September 2007, CAP and BCAP embarked on a round of awareness raising and training for advertisers in the gaming sector. In April, training seminars took place to guide advertisers through the rules and to improve their knowledge and understanding of how they would be applied.
Non-broadcast advertisers were encouraged to contact the Copy Advice team for expert advice on how to ensure their campaigns would comply with the Code. Mocked-up gambling ads were published in a gambling trade magazine, together with a critical analysis by Copy Advice, highlighting potential problems.
Broadcast advertisers were aided by the pre-clearance service provided by Clearcast as well as the provision of Guidance Notes made available by BCAP and the Gambling Commission.
Odds in favour of the public
Since the new rules came into force, gambling ads have been under tight scrutiny. The ASA has received few complaints, suggesting that the codes are suitably robust. In a survey between September and October 2007, the ASA Compliance team assessed 784 gambling ads across media against the new codes. Encouragingly, only seven seemed to be in breach, a compliance rate of 99%. Work continues behind the scenes to ensure that advertisers adhere to the rules and consumers have confidence that gambling advertisements are socially responsible.
An advertising first
1 September 2007 was a landmark for the betting industry in the UK, marking the full introduction of the 2005 Gambling Act and with it the opportunity for betting companies to advertise on television for the first time. Here, Ladbrokes explain how they ensured their first TV ad complied with the BCAP TV Code.
It was important to introduce the advertising of gambling in a controlled and socially responsible way. To achieve that the industry worked closely with the Department for Culture, Media and Sport, the Gambling Commission and CAP and BCAP to develop an Industry Code. The aim was to ensure that the advertising of gambling in the UK under the new rules would be carried out within boundaries that protect consumers, particularly the young and the vulnerable who the Gambling Act identified as a priority.
The key elements of the Code adopted by the industry in respect of broadcast advertising are the 9 pm watershed for advertising gaming products and the use of the gambleaware.co.uk website address in all advertisements. The Gambleaware website was developed by the industry funded charitable trust – Responsibility in Gambling Trust or RIGT – and contains information and advice to promote responsible gambling.
Although the new rules came into force on 1 September, it wasn’t until 2 October that the first advertisements for betting were broadcast – and Ladbrokes were the first company to air.
In anticipation of the new opportunity to advertise on TV, Ladbrokes commissioned M&C Saatchi to develop a light-hearted campaign that captured the appeal of having a bet on football. The ads featured celebrities Ian Wright, Ally McCoist, Lee Dixon and Chris Kamara. The sporting celebrities played the role of builders in a café discussing the chances of various teams’ prospects for the football season. Kirsty Gallagher appeared as a waitress and Jimmy Hill as the chef. The fun ads have been well received and have performed strongly for the Ladbrokes brand with above average levels of awareness and recognition and positive impacts on several brand measures.
The agency was fully briefed on the new rules and so ensured that all media-buying in the campaign complied with the watershed, which allows advertising of betting before 9 pm around sports events. The creative team integrated the website address for Gambleaware to ensure it was clearly identifiable but did not interfere with viewers’ enjoyment of the advertisement.
Being the first campaign for betting, Ladbrokes was not surprised that the ASA did receive a small number of complaints. The ASA Council rejected the complaints and the campaign was uninterrupted.
Advertising on TV is an appropriate step for betting, because it is an increasingly mainstream leisure activity. The operation of the new rules ensures advertising is carried out in a responsible manner and the wider industry is fully supportive.
