Gambling Ads on the Radio? More Likely Than You’d Think!
If you’re a radio head, you hear gambling ads on your favourite stations’ waves daily. But do you know their past? And most importantly, do you know how their used and regulated nowadays?
Let’s do a deep dive into their story!
CasinoAlpha.com: a broadcasted launch
A few years ago, a group of online casino experts got together and plotted a plan to help gamblers avoid their mistakes and mishaps.
They created a rich United Kingdom Gambling Commission verified online casino directory called CasinoAlpha. It is filled with diligent casino reviews, checked bonuses, guides and articles. Released in 2021, it functions as a free casino encyclopedia.
Even though they focus on the virtual side of iGaming, their marketing plan included old-school media advertisements on UK radio stations. They are proving once again that old ways should not be fixed if they're not broken.
CasinoAlpha’s successful start was undoubtedly assisted by this audience reach of UK radio listeners. Even so, this story is just one example out of many gambling-related products that are advertised on wireless.
But is consumer safety certain in such cases?
Radio ads for gambling: regulations & safety
UK radio marketing has never been more regulated!
According to an August 2021 House of Commons brief, only operators with a valid United Kingdom Gambling Commission granted licence can put their messages on the air. This constitutes a major advantage since the UKGC currently has the strictest worldwide gambler-focused standards.
On top of that, UK radio gambling ads need to abide by the Advertising Codes of Practices, which have some forefront principles:
- The content can only promote responsible gaming and spending.
- Susceptible audiences need to be protected by false hopes regarding big wins.
- Gambling cannot be compared with attractive topics like financial independence or sensuality.
- Children and young adults cannot be the target audience and cannot be cast to voice these commercials.
The bottom line is that no aggressive and irresponsible marketing break will go on air. Otherwise, casino operators will be fined.
It’s worth noting that since the implementation of the 2005 Gambling Act, promotional materials for gambling have not been so well defined, adjusted, and regulated.
What about the future?
Currently, consultations between authorities and casino and NGO representatives are taking place, focused on social responsibility.
The temporary conclusions of these debates state that starting from November of this year, casino ads will:
- Not use the “intelligence” or “skill sets” of players as a weapon of convincing them they’ll win big.
- Refrain from praising offers that require no payment and call them “risk-free”.
Are gambling ads on the radio effective?
According to a 2020 study conducted by the UK Gambling Commission, ads in between radio shows or as a part of podcast shows are on the podium for user engagement.
More than half of the respondents said they see or hear such promotional audio clips at least once a week. Even so, just a third of the respondents are persuaded to try a product after interacting with its ads.
Gambling radio ads versus TV, print, or social media
67% of those who completed the UKGC questionnaire saw ads/sponsorships from gambling operators on UK radio channels. This is just a 9% difference from TV clips, which still reign supreme, at 76%. Radio is followed by sponsored merchandise, mainly seen at sporting events.
Even though there’s less focused on printed papers and magazines in the last decade, they still contribute to the weight of promotions' spread, since 45% of respondents identified such ads there. On the virtual flip side, 60% of adults follow gambling operators on social media, meaning they don't only see their ads but their entire feed.
Gambling ads: concerns & solutions
In the last decade, concerns have been put forth regarding excessive gambling danger. It was an effect of the widespread breakthrough of responsible gaming awareness.
Even so, with the help of mental health specialists, UK authorities have a strategy for every issue that might arise.
Minors are shielded from such products & services
Gambling ads never target minors. They don’t appear in or around children’s shows or on radio stations that are dedicated to kids or adolescents.
The same goes for sites and social media platforms, too. So, in the UK, the average child will not be exposed to subject matters relating to products and services that only +18 people can use.
Moments of high vulnerability are incompatible with betting ads
The Betting and Gambling Council has precedent in banning such ads altogether for limited amounts of time. A situation like this happened just one year ago, in the spring of 2020.
The whole reasoning is quite simple. Gambling ads might induce the idea that one can lean on them financially, even with the rigid guidelines they follow. Thus, in volatile or sensitive periods, you won’t hear them.
A false sense of hope is never a good thing!
Negative effects on those who struggle with addiction
Hearing unsolicited ads for online casinos or bookmaking sites may hinder the progress of people who want to distance themselves from gambling addiction.
Even so, people that are struggling can curate the online content they see and access online by using blocking software. Some are specialised in gambling; some are just methods of filtering unwanted sites.
So, even if a radio ad pops up, the employment of such software will block the connection between the person and the online betting site.
Evergreen advice: Always play safe!
No matter what the future of UK radio gambling ads, two things are for certain:
- Blanket bans will only encourage unregulated and excessive play, being detrimental in the long run to gamblers.
- Any kind of real-money betting session needs to be done within prudent limits that account for the player’s well-being and finances.
You must remember that gambling can only be rightfully coupled with long breaks between sessions and alternated with other activities.
Safeguard your wellness by being a player who knows where their limits are!