ISBA backs gaming ad rethink - DecisionMarketing

Leading brands in the gambling industry have pledged to rein in their marketing activity to combat problem gambling in a move which has been backed by client ad group ISBA.
Gambling ads are under close scrutiny from Parliament, with MPs concerned about the role they play in excessive gambling. The Government has already announced several measures to promote responsible gambling, while ASA is currently conducting a review into the industry’s practices.
The pressure on gambling brands has also led many, including Ladbrokes and Betfair, to develop sophisticated data strategies to pinpoint customers who could be at risk.
William Hill, Ladbrokes, Coral and Paddy Power have all agreed to introduce a TV advertising ban on sign-up offers before 9pm and set-up a new self-regulation body, called the Senet Group, the industry.
They will also launch an advertising campaign on responsible gambling and withdraw gaming machines from shop windows.
In a joint statement, the companies said: “We have a responsibility to the communities where we operate – offering fun and entertainment for the majority while protecting the vulnerable, especially young people.
“Recently concerns about gambling have grown – particularly because of the tone of some of the advertising of betting on TV at times when children may be watching.”
ISBA public affairs director Ian Twinn said: “The rise in advertising of gambling products, introduced by the last Government, was a welcome opening up of the market by allowing consumers to see the range of gambling offers that are available.
“The ASA rules are strictly observed by the online and high street advertisers, but this voluntary industry restriction will help meet some concerns on our high streets especially the creative use of shop window displays.”