The risk-based games advertising prohibition and restriction have become a common trend in multiple markets. We have prepared the gambling products promotion terms review in the following markets: German, Polish, Moldavian, Turkish, Spanish, as well as in Kyrgyzstan and Tajikistan.
The gambling products advertising prohibition is typical for those markets, where the gambling companies’ activities are strictly prohibited, as well as those, where such activity is absolutely legal. The authorities’ wish to protect primarily gambling addicts and minors is such categorical measures introduction reason. The decision is controversial in at least two aspects: firstly, any legal market should be able to promote its goods, and secondly, no research has been conducted, which results would indicate that the advertising presence in the information field affects a person’s desire to visit online casino or place a bet. The sociological research results are as follows: players claim that their desire to participate in gambling fun does not depend on the gambling advertising.
Besides there is a less drastic measure – a restriction in addition to a full prohibition. Additional regulation may regulate the outdoor advertising geography, the videos content, the Internet pages size and ratio in the current context. In addition, a value message can be legally stipulated: videos should not give the false impression of a guaranteed victory or an increase in social status. It is strictly forbidden to contact minors or place advertisements on the resources, which main audience is minors.
These are general restrictive rules, which may vary depending on the jurisdiction. Let’s look through the gambling advertising in Germany, Poland, Moldova, Turkey, Spain, Kyrgyzstan and Tajikistan.
German states still haven’t agreed the gambling industry operation rules. Nevertheless, there may be distinguished Schleswig-Holstein, which is dramatically different.
Television gambling ads were prohibited in Germany, but telecommunications companies often neglected this. As for media, it’s worth mentioning that gambling companies are a profitable partner, and its loss is fraught with a lack of funds for licenses to broadcast important sports matches live. The situation resulted in the fact that several regulatory authorities were forced to send letters to the television channels heads, asking them to comply with the country’s laws.
This was followed by the regulatory authorities’ complaints about online advertising rules violations. The authorities criticized the gambling companies and said that the latter negate the work to combat gambling addiction.
The gambling prohibition in Spain has been discussed for quite some time. However, in August, 2019, the gambling regulator said that he wished to delve into the issues research and adopt comprehensive recommendations to limit the industry. The ruling party and the country’s Ombudsman support a strict restriction on gambling advertising. It was decided that the law will be distributed throughout the state at the end of the consultative period.
The initiative to completely prohibit the gambling products advertising came from Fernando Marugan, Human Rights Commissioner in Spain. The official appealed to all departments types while striving to speed up the prohibition process.
Currently, the prohibition idea in the state has not been implemented and the advertising rules or a full veto have not been implemented.
Poland is a funny precedent example in betting advertising, since the tenders for the right to advertise the current services live are held in the country. The last tender was announced in March, 2019 and implied an opportunity to get the right to advertise live during the football matches broadcast for the next two seasons.
A tender is being held separately for the right to place bookmakers’ logos on football players’ sportswear.
Recently, there was a scandal in the country, which was caused by the lottery operator’s expenses scale and size for advertising. The lottery’s private partner announced the fabulous amount of € 700 thousand, which was spent by the company for advertising, needs and transferred to one of the central channels.
The users started to more clearly evaluate such situations and realize the reason the channel so fiercely fought to maintain tax concessions for the lottery operator, once the data were released.
Both gambling advertisements and all gambling operations-related activities are prohibited in Turkey. The state is actively fighting to oust illegal operators from the online space. The gambling prohibition was introduced in 1996, and since then there has been no talk of rehabilitating the industry. Nevertheless, the Turks are quite venturous, therefore they are frequent guests of gambling institutions in neighboring Georgia or other countries.
Kyrgyzstan and Tajikistan
The decision to prohibit gambling and betting companies advertising was made in May, 2019. The gambling products promotion on the Internet and promotion agreements are also prohibited, according to the new rules.
It’s worth mentioning that gambling was prohibited in 2012 in the country and betting companies were added to the legislators’ blacklist three years later. However, the excitement did not disappear, and multiple foreign bookmakers continued to advertise their illegal services targeted at Kyrgyz citizens.
The gambling organization in Tajikistan is prohibited. The country does not have special requirements for gambling advertising, except for one – its complete absence.