“ Support from brands and affiliate managers should help lay out some of the dos and don ’ ts of creating advertising materials that attract people to operators while also supporting safer gambling ”
NG sites , would help to reduce the number of young people seeing and engaging with gambling marketing . responsible gambling while also ensuring that the safeguards are in place to create responsible marketing .
HAS COVID-19 HAD AN IMPACT ?
Covid-19 has affected many aspects of the gambling industry , including how gambling adverts are perceived . It has been noted by many industry bodies that gambling increased during the pandemic .
Despite many sporting activities grinding to a halt , there has also been a sizeable increase in sports betting . Some bodies have voiced concerns about sports sponsorship . With sports such as football attracting fans of all ages and demographics , including those of primary school age , is it really appropriate for gambling operators to sponsor teams ?
In addition to this , many have called for a reduction in the number of gambling ads shown on television . While these adverts must meet a strict set of criteria and can only be shown at certain times of the day ,
some still believe that they have no place on TV – even after the watershed .
To fight their corner , operators and affiliates will need to put the work in to ensure their materials are promoting responsible gambling as much as possible . As can be seen from William Hill ’ s lead , there is already a precedent for supporting
CREATING RESPONSIBLE MARKETING
Responsible marketing campaigns are a must for every operator and brand in the igaming industry . They should be an intrinsic part of every campaign , not an afterthought . It is the responsibility of the operator to ensure that they have materials in place to help potential problem gamblers , but affiliates also need to ensure that their marketing campaigns also comply with the latest safer gambling guidelines at all times .
There are growing concerns about the impact , frequency and reach of gambling adverts . The onus is on marketers to ensure they are doing everything in their power to recognise players that are at risk , while also creating safe and interesting content for those who are not . Creating bespoke and safe gambling campaigns needs to be a priority as this will help to prove that the igaming industry is doing everything in its power to promote its products safely . This is not something that should be focused on every now and then , but an ongoing project that shifts and moves as the industry does in response to the wider public and political landscape .
SHARON MCFARLANE is managing director at Glasgowbased Digital Footprints , a digital marketing agency that specialises in content marketing , social media , UX design , website design , branding and conversion rate optimisation .
Q1 2022 • ISSUE 89 • 27