Britain’s largest gambling firms will remove all TV and radio advertising for games and products during the coronavirus lockdown, the industry body said today.
Existing TV and radio advertising slots are now due to be replaced by safer gambling messages, donated to charities or removed from broadcast for at least six weeks.
It comes a week after the Government wrote to gambling firms to ask them for regular updates on how they are tackling problem gambling during the lockdown.
Britain’s largest gambling firms will remove all TV and radio advertising for games (file image)
The Betting and Gaming Council said it came despite despite a drop in advertising spend – and TV sport and casino advertisements falling by up to 10 per cent.
The organisation said the measure also comes in the face of a drop in online revenue of up to 30 per cent and total member revenue down by up to 60 per cent.
The London-based BGC said that its members currently account for around 50 per cent of all gambling advertising on TV and radio.
It also called on the other major TV and radio gambling operators such as the National Lottery, society lotteries and other bingo operators to drop their adverts.
The BGC said all operators will look to implement the change ‘as rapidly as possible’ but no later than May 7, the day on which the lockdown is due to be reviewed.
It will remain in force for six weeks and until at least June 5, which the organisation saying it will only be reviewed when lockdown restrictions are relaxed.
BGC chief Michael Dugher said: ‘From day one of this crisis, we have sought to protect customers potentially at risk, including announcing stepping up safer gambling measures as part of our ten pledges for Covid-19 in March.
‘This latest move by the regulated industry further underlines our commitment to safer betting and gaming, with many people cut off and feeling anxious.
‘We are determined to do everything we can to protect customers potentially at risk during this lockdown period and beyond – and we are determined to drive the high standards that the public expect from us. I hope others follow our lead.’
It comes after the betting industry was accused of seeking to exploit people stuck at home who might be vulnerable.
Rank Group, which owns Mecca Bingo and Grosvenor Casinos, said its online games were booming, growing by a fifth this year, reflecting a jump in popularity of internet gambling also seen at rival firms including Ladbrokes, Coral and Paddy Power.
But MPs have raised concerns that vulnerable players are at greater risk of becoming addicted at present as they are encouraged to gamble on slot games due to the cancellation of live sport.
Gamblers playing on online slots are twice as likely to show signs of addiction, compared with those betting on sports online, according to the NHS Health Survey for England 2018.
Online marketing has become the most important part of gambling companies’ advertising arsenal, but there are concerns that the ads target addicts trying to kick the habit, as well as children and young adults.
Last month a major study found that children are so relentlessly bombarded with betting advertising that gambling has become ‘part of everyday life’ for them.
To protect vulnerable players during the virus lockdown, the industry said it would increase safer gambling messages, promote deposit limits and intervene earlier if punters increased how much they spent.
Campaigners said the proposals were ‘very weak’, and demanded firms reduce the maximum stake to £2 per spin, in line with betting machines in shops.
In a letter to the Government, 25 MPs, peers and gambling addiction experts said: ‘People are at home and are severely restricted, with access to mini-casinos on their laptops or mobile phones. We therefore have deep concerns about the pledges which have been proposed this week by the [industry].’
Earlier this month Paddy Power and Betfair said customers spent 15 per cent more on online games, including slots, since March 16, while Ladbrokes and Coral owner GVC had seen online gaming revenue rise by a fifth in the first three months of the year.
But on April 20, Culture Minister Nigel Huddleston wrote to gambling bosses asking them to go beyond the safer gambling pledges they have already made and provide up-to-date data to regulators.
He also demanded to know how a £100million fund for gambling treatment and research will be spent.