British bookmakers have been forced to adjust their marketing strategies after the Committees of Advertising Practice (CAP) strengthened advertising standards in the UK, placing specific restrictions on live betting promotions.
Whilst the introduction of new CAP regulations won’t restrict advertisers from promoting in-play odds, the regulatory body has highlighted that bettors shouldn’t be unduly pressured into gambling.
Shahriar Coupal, Director of the Committees of Advertising Practice, commented: “We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers. Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimising the potential for harm.”
The Remote Gambling Association added: “In recent months we have worked constructively with The Committees of Advertising Practice (CAP) and other stakeholders on a range of related issues. This new guidance is the latest reflection of that and we fully support the thrust of the new measures.
“We hope and believe that collectively this and other initiatives will go a long way to addressing many of the concerns that have been expressed about gambling advertising, especially on television.”
The new set of standards will come into effect on 2 April 2018. The CAP’s work on this complements the work the Competition and Markets Authority has done to ensure gambling firms are upfront and clear about their promotional terms and conditions, while also making them fairer.
For operators and affiliates, the news that promoting live betting odds hasn’t been prohibited, will be welcome as for sportsbook affiliates is a major factor in driving content. However, the new CAP regulations may usher in further marketing regulations from upcoming the government review, which is due to reach a decision imminently.