As the Euro 2024 tournament approaches, with its opening set for 14 June in Germany, anticipations are high that sports betting will see a significant increase. In light of this, the Advertising Standards Authority (ASA) has issued a reminder to operators regarding stringent advertisement guidelines meant to regulate the field throughout this period.
The ASA is putting the spotlight on the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), which precisely instructs that gambling adverts must not feature anyone below the age of 25, a rule that includes even well-known football personalities. However, a notable exemption has been made for websites that provide direct betting services.
Further, the ASA laid down a stern warning that advertisements should refrain from engaging any individual who might be of particular allure to the under-18 demographic. Concurrently, the agency emphasized that ads should not mislead audiences into believing there is any official endorsement by either players or teams, while clarifying that they will take into account the general impression of the advert.
Stereotypes that potentially touch upon race, culture, or national identity have also been banned in gambling advertisements. The ASA recognized the need for context in these instances, but remains firm on the prohibition of such content. An instance given to illustrate this point involved the infamous headbutt by French footballer Zinedine Zidane against Italian Marco Materazzi during the 2006 World Cup final – a type of violent act that should not find its way into advertising.
The summer of 2024 is not just significant for football enthusiasts but also sports fans broadly, given the inclusion of the Olympic Games set to take place in Paris and recurring events like Wimbledon. This packed sports calendar is expected to cross-pollinate benefits across different betting verticals, according to Pontus Lindwall, chief executive of Betsson. Lindwall predicts a surge in customer activity that is not limited to sports betting alone, anticipating that the heightened visibility of the industry during these events will lead to an uptick across all their offerings.
Despite the buoyancy expected from high-profile sporting events, the UK’s gross gaming revenue (GGR) witnessed only a modest increase of nearly 10% in 2023, with online casinos being major contributors. Even some of the largest operators disclosed declines, such as Bet365, which saw an 88% drop in operating profits. 888/William Hill also refrained from making direct comparisons to the 2018 World Cup while reporting its earnings for the Christmas period and the World Cup in early 2023. It remains to be seen if the anticipated momentum from Euro 2024 could turn the tide for operators.
The release of a white paper in April of the previous year cast a shadow of uncertainty over the market, inciting debates, especially over the proposition of affordability checks. David Brown, a veteran of the UK sports betting industry, did not hesitate to express his grave concerns about the market’s trajectory, claiming his pessimism is at an all-time high after nearly five decades in the industry.
In conclusion, as Euro 2024 looms closer, the ASA’s reinforcement of advertising regulations appears to be a pre-emptive strike to maintain fair play in advertising practices, particularly in relation to protecting younger audiences. With the magnifying glass of the public firmly on the gambling sector, the industry is under pressure to demonstrate its ability to comply with heightened regulatory scrutiny while still hoping to capitalize on the flourish of sporting festivities that Euro 2024 is set to bring.
