New RGA code will “address the unease” caused by gambling ads

With news that the Remote Gambling Association (RGA) will host a leaders meeting today to discuss the development of a new ‘advertising standards code’, Senet Group CEO Sarah Hanratty has thrown her backing behind the idea, claiming it will “address the unease that many feel at the volume and density of gambling advertising, and its potential impact on young people”.

“We encourage the industry, broadcasters and government to bring this to a speedy resolution,” she continued.

Acting on the front-foot to regain UK-wide public and political trust, operators are seeking to implement drastic measures on reducing gambling-related TV advertising coverage.

Top of the agenda, leaders will discuss the implementation of a forced watershed on gambling ads, a restriction of one ad per commercial break and a ban on all forms of ‘in-play’ or ‘call to action’ ads during live sports broadcasts.

These self-imposed restrictions could also be beneficial to sports betting affiliates, if it means a larger chunk of operators’ advertising budgets will be freed up for their affiliate programs.

Industry analysts will be keeping a close eye on whether the RGA meeting can deliver a consensus on industry advertising ethics and standards across its 35 members.

Nevertheless, its reported that leading RGA members have called on introducing a voluntary advertising code, aware that the industry is in a fight to save its damaged reputation following turbulent 2018 proceedings.

Regardless of securing consensus, betting incumbents face adjustments on advertising practices, with Sky announcing a strict new protocol on broadcasting gambling-related content that will commence from 2019.

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