UK Advertising Standards Authority investigating World Cup marketing

The UK’s Advertising Standards Authority has confirmed that it is investigating a significant number of complaints from World Cup punters alleging that betting firms during the soccer spectacular flouted new rules designed to protect minors and potentially problem gamblers.

The watchdog says it received 115 complaints about TV gambling ads during the World Cup in Russia, a major increase on the 27 received in the month immediately preceding the international football championship, and it is concerned that the industry failed ensure that its advertisements did not pose a risk to the vulnerable.

The concerns are that rules may have been broken which ensure that gambling is not trivialised or projects an irresponsible perception of risk, for example by the offer of incentives like free bets or bonuses.

Speaking to the Daily Mail newspaper, an ASA spokesman said this week:

“The gambling advertising rules already place an emphasis on protecting young and vulnerable people from potential harm. Our new guidance introduced earlier this year restricts gambling ads that create an inappropriate sense of urgency, clamps down on ads that encourage repetitive play and provides more detail on vulnerable groups like problem gamblers that marketers need to work to protect.

“We’re currently assessing several ads that appeared during the World Cup to establish if any further action needs to be taken.”

The newspaper reported that a study by experts at the University of Warwick, reported earlier this month, argued that it may be necessary to ban TV gambling commercials that appear to be at odds with ASA rules.

The group surveyed commercials that ran during the World Cup and were particularly concerned about those offering ‘live odds’, where viewers are urged to rush to have a bet. One commercial shown immediately before the start of England’s match against Colombia was for England to score in the first 20 minutes – which meant placing a bet quickly.

The Remote Gambling Association, which speaks for online betting firms, said it supported the ASA’s new guidance on TV adverts.