ASA Tells about iGaming Representatives’ Behavior in Advertising

15 june 2022
Author: James Burton
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The British Advertising Standards Authority has cautioned distributors that various forms of communication content in social networks fit the classification of marketing. Accordingly, the established regulations should be respected, but there are exclusions to the rules.

iGaming advertising in social media

Gambling Promotional Methods

The regulator examined the advertising campaigns of operators on various social media platforms.

The agency notes some gambling businesses post messages to encourage interest in their products and services without direct promotion. These actions create a problem as the regulator can not control such material.

The organisation remarks that gambling distributors share on their media such content as:

  • comments on industry events;
  • memes;
  • feedbacks on the sphere’s news, etc.

Researchers have attributed these posts to content marketing, which has no direct references to products or obvious calls for action. The ASA adds that most of these media materials are still aimed at selling the service, therefore they must fall within its competence.

What Is Not Regulated?

Social network posts can be out of the ASA regulation if they do not include a direct link to gaming products or services.

The British authority comments that circumvention is also possible if there is no even indirect call to the company’s offers purchasing.

Advertising Restrictions

Marketing messages are prohibited in the following cases:

  • referrals to underage users;
  • picturing a person under 25 in ads;
  • promotion of irresponsible play;
  • presence of attractive elements for young people.

The last rule will be amended so that the standards are going to be raised. In the revisions, the use of popular among the younger generation characters will be prohibited, even if mature people also love such figures.

The agency is going to remain to address complaints about the advertising of social media distributors. When requests are not within the competence of ASA, they will be transferred to the UKGC.

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