Advertising the Thrill

The United Kingdom has led the world when it comes to deregulating the online gaming market, starting back in 2007. Since that time, residents have embraced this form of entertainment with stunning enthusiasm. As the number of players has risen by extraordinary leaps and bounds, so have the organizations offering gaming along with their public advertisements. The ads for gambling of all kinds have actually risen by roughly 600 percent.

 

This percentage roughly translates to 1.4 million advertisements on a annual basis. Prior to deregulation, the public was only seeing around 234,000 ads of this nature.

Gambling ads on UK TV

Click to enlarge, source: Ofcom

Gambling ads on UK TV

Click to enlarge, source: Ofcom

Given an Inch, Then a Mile

In terms of specific types of gaming in the U.K., bingo has led the field in the number of advertisements being aired. Not far behind this game are the online casinos, putting out over 400,000 advertisements. Coming in third are lottos, scratch cards, and various poker services. There is still a considerable amount of oversight in this area, however. The Gambling Commission has taken the charge under the lead of the government’s Department of Culture, Media, and Sport. The initial laws to come into effect that opened the door to gaming advertisements of any kind happened in 2005. This legislation also put regulations in place to limit the exposure of children in addition to setting up support systems for individuals developing an addiction to gambling.

The Reigns May Tighten

The huge numbers for gaming in this country have resulted in the world’s greatest poker players calling its borders home. The fast expansion in this sector has also resulted in considerable financial gains for Britain. By 2010, 0.5 percent of the nation’s Gross Domestic Product was being produced by this industry. The research that is providing these numbers has been conducted by OfCom, a well-known media regulator. The laws on the books are still in transition, however. A new licensing and advertising bill for gambling organizations is currently making its way to the House of Commons. It is slated to move into the House of Lords for further approval this year. Should the new regulations become law, all gaming organizations will be required to hold a United Kingdom Gambling Commission license in order to produce advertisements of any kind.