GVC Holdings has today called for an end to all ‘UK sports-betting broadcast advertising, at any time of the day’, a development that could have a sizeable impact on the affiliate marketing sphere.
Releasing a statement, GVC declared that it believes that the inbound ‘TV whistle-to-whistle’ advertising ban, set to be implemented from 1 July will not serve the industry. If such a ban came into place, this could well drive traffic towards other channels, such as affiliate marketing.
GVC Holdings CEO Kenneth Alexander said: “Whilst the vast majority of our customers enjoy our products responsibly, it is high time that the industry did more to protect its customers from potential harm. As the UK’s largest gambling company, and owner of Ladbrokes and Coral, we at GVC are doing exactly that. I call on our industry peers to help us bring about an end to broadcast advertising which promotes sports-betting in the UK no matter the time of day.”
In addition, to its call for a ‘complete broadcast ban’ on UK gambling advertising, GVC Holdings proposes four new directives supporting its ‘Changing for the Bettor’ corporate mandate.
- Shirt sponsorship and perimeter advert ban – GVC has committed to unilaterally ending all football shirt sponsorship deals with UK teams and further ending perimeter board advertising at football grounds, to allow sporting fans to watch their favourite teams without seeing any incentives to bet. The Company calls on its industry peers and UK football governing bodies to support this move and take action in this area.
- Increased investment in RET – Having been the first and only operator to commit to doubling spending on RET (Research, Education and Treatment) to 0.2% of UK gross gambling revenue in 2019, GVC will Commit to raising its contribution to 1% by 2022 – ten times the current minimum requirement.
- Treatment centres – GVC is establishing a new independent trust with the aim of making charitable contributions to fund treatment of problem gambling. The Leon House centre in Manchester has been identified as the first preferred recipient.
- Safer gambling software – To help those customers that are struggling with their gambling, we will offer the GamBan software, free to any individual who is showing signs of problematic play.
“Increasing investment in research, education and treatment ten-fold by 2022, funding treatment centres and using technology to intervene before a problem develops, alongside our existing behavioural analytics, brings to life our commitment to be the most trusted and enjoyable betting operator in the world,” Alexander further stated.
“The industry should and can do more to protect the vulnerable, and today’s announcement demonstrates GVC’s commitment to delivering on that.”