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UKGC publishes findings from co-creation workshop

The UK Gambling Commission (UKGC) has published recommendations on the future of marketing in the gambling industry following its first co-creation workshop in September.

The event allowed industry marketing stakeholders to come together and share their knowledge and experience in adjusting to the UK’s new advertising standards, following a disruptive year.

The UKGC did note that the industry has had to make significant adjustments following the introduction of the industry’s mandatory whistle-to-whistle advertising ban on sports broadcasts.

Marketing teams came together to offer feedback on complying with new UK advertising requirements, with particular focus on promotions, terms-&-conditions and customer interactions.

Workshop objectives included promoting collaboration between stakeholders, driving cultural change, providing external perspectives, facilitating safer gambling strategies and harmonising brand development with responsible advertising.

Attendees focused on challenges around affiliate marketing and ensuring content is seen by the right audiences, while also discussing current solutions such as automated platforms which can help to track where the ads appear.

Delegates also analysed the latest industry marketing research conducted by Ipsos MORI on betting advertising coverage and exposure towards young and vulnerable audiences.

The UKGC has also confirmed that it will maintain its Marketing Workshop event for next year.

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