UK gambling operators voluntarily remove advertising during lockdown
Since the outbreak of the Covid-19 pandemic, the number of confirmed cases in the UK has exceeded 150,000, and more than 20,000 have died. In order to take the social responsibilities of gambling operators, the Betting and Gaming Council (BGC) has promised to implement the new policy of removing gambling advertising as soon as possible. The policy will be implemented no later than May 7, 2020, and will be suspended at a minimum until June 5, after which the situation will be reassessed. It is understood that there are many industry leaders responding to this policy, including: Bet365, Flutter Entertainment, GVC Holdings, The Stars Group, Sky Bet brand and William Hill.
It is reported that the paid advertising will be handled in the following three ways, including: replacing it with safer gambling information, donating to charity, or deleting it as permitted by the contract. Before this news was announced, the British government had issued the latest warning to operators, reminding them that they must protect online gamers during the lockdown. The BGC said its members are taking this step, and despite the advertising spend and the volume of the TV sports and casino dropped by 10%. It further explains that the UK closed its retail gambling and casinos in the middle of March, its members’ online gambling revenue fell by 30%, and overall revenue fell by 60%.
In markets such as Spain and Sweden, the government implemented strong bonus and advertising restrictions during the Covid-19 pandemic. However, the spontaneous action of BGC ensures that the British market does not require the intervention of regulatory agencies. BGC Chief Executive Officer Michael Dugher said that since the first day that the Covid-19 pandemic caused a public health crisis, the unit has been working hard to protect players who may be at risk. The specific measures include: announced gambling measures to strengthen security as part of their 10 pledge action plan to the epidemic in March.
He added that this latest in a series of measures by the regulated industry further highlights their commitment to safer gambling and betting, and many people are anxious because of this matter. According to this latest announcement, more than half of BGC’s products on TV and radio will be removed. They also hope that other major gambling operators like the Camelot will follow in their footsteps.
