United Kingdom television rules and British gambling laws allow online gambling companies to take full advantage of Euro 2012 football championships bonanza.
Renowned online sportsbooks in United Kingdom including William Hill, Bet365, Paddy Power, and Ladbrokes, all introduced their latest advertising campaigns focusing on the Euro 2012. The operators are enjoying the decision of the previous government, which allows TV ads before 9 PM, in case they are connected to a major sporting event.
The shift in gambling and advertising regulations also allowed online bingo and online casinos in United Kingdom to be classified as “teleshopping”.
One TV network, ITV, has already aired various online sportsbooks ads during the ongoing Euro 2012 at around 5 PM. The network is reported to be charging anything up to GBP 200,000 for a 30-second ad close to England matches.
Online gambling sites commercials use different approaches to promoting the Euro 2012 betting, mixing up humor, celebrities and promotions. The one thing all ads have in common is that they put a special emphasis on live betting offers, providing punters various opportunities to bet through smartphones and laptops during an ongoing match.
Some sources claim that estimated revenues for British online gambling venues have more than doubled since 2007 and now represent around GBP 2.2 billion a year. But not everyone is happy with the increase in gambling advertising.
The Daily Mail reports: “David Cameron is under pressure to order the TV regulator Ofcom and the Advertising Standards Authority, which polices broadcasting codes, to clamp down on the adverts. The Prime Minister has already made clear that he is unhappy about using football to promote gambling.”
The paper goes on to say: “He recently told MPs: “Anyone who enjoys watching a football match will see quite aggressive advertisements on the television, and I think companies have to ask themselves whether they are behaving responsibly.”
The ITV network defended by saying: “All advertising broadcast on ITV is fully compliant with the Broadcast Committee of Advertising Practice TV advertising codes. These codes contain rules for the advertising of gambling as well as detailed provisions for the protection of young people and the vulnerable.”