Gambling – and the marketing services industry that supports it – finds itself in the middle of a perfect storm of political, media and public scrutiny across the world. Problem gambling is a matter being treated with increasing seriousness by governments, and for marketers and their suppliers this is compounded by a broader concern over digital platforms and their effect on social and individual wellbeing.
So, it is not an easy time to promote a pastime which, for the vast majority of its consumers, provides harmless excitement, entertainment and enjoyment.
Restrictions on gambling advertising are almost inevitable, but the extent to which it impacts our sector remains within our control to some degree. But only if we can demonstrate collectively that self-regulation can work and that tightening regulations or banning certain types of advertising is unnecessary.
Public and regulatory scrutiny has, to date, largely focused on TV campaigns and brand sponsorships. Yet digital marketing is by no means immune. We need to recognise we have a window of opportunity for brands and digital marketing partners like us to act together and promote best practices in responsible marketing – before the spotlight falls on us.
The first event of our new In Focus series, which took place in September, sought to highlight that creating a safe and sustainable digital advertising ecosystem for the vast majority that enjoy gambling, but that mitigates against exposure to vulnerable audiences and minors, is not only the right thing to do but is simply good business.
In the age of data-driven personalisation, we must harness the tools, technology and expertise at our disposal to ensure, as far as possible, that online campaigns are not served to minors or problem gamblers, and that appropriate imagery and messaging are used at all times.
A self-regulated and proactive approach to protecting these demographics, and the reputation of our sector, is key.
As you will read in our new report, experts from Sky Betting & Gaming, PlayOJO, the Internet Advertising Bureau and GamStop all agree that it is incumbent on us all as an industry to demonstrate we can achieve that goal.
You can read the full ‘Prevention by Design’ report here.
Simon Mukerjee has 20 years’ experience in digital media, with a career spanning commercial and strategic roles for the likes of the New York Times, Omnicom and Quantcast. He joined Genius Sports Media as global partnerships director in early 2019.