The Ashes cricket series between England and Australia started this week, as a ban on gambling advertising on TV during the watershed commenced. The Ashes becomes the first UK sporting event, which sees the enforcements take place.
Protect Children and Problem Gamblers
In a move last year, the Gambling industry announced a voluntary measure in an effort to minimise the amount of gambling advertisements during live sporting events due to the impact on children and problem gamblers.The agreement states, no ads are to be shown before the 9pm watershed on any televised live sporting event, beginning five minutes before the start of the game and ending five minutes after the game ends. The agreement excludes horseracing and greyhound racing.Previously the only gambling advertisements allowed on TV were the National Lottery and Bingo companies.
Reduce Ads
The new agreement will reduce the amount of ads aired on TV. In 2005 the Gambling Act came in to force which permitted online casinos and bookmakers to advertise on TV.Jeremy Wright, former Culture Secretary, spoke at the time the ban was announced and said,“ It is vital children and vulnerable people are protected from the threat of gambling-related harm. Companies must be socially responsible.”Football shirt advertising and pitch side hoardings at matches is still permitted, so companies are still able to advertise their brands.The ban will not directly affect the gambling industry, the advertisement of their brands has shifted more towards the online sector.