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Marketing is the driving force of our on-screen society. That stands even for the best games, everything from TVs and social media to stickers and billboards. But while the jingles and catchy slogans are catchy and fun, advising you to play at some of the best polskie kasyno online or try out a new promo code for that freshly released game, some limits must be followed to avoid overselling and consider consumer protection.
These ethical implications are at the very core of the intersection of the gambling culture, our modern society, digital marketing advertising, and the habit of gambling, as seen through the eyes of players and consumers.
Gambling is quite a popular and enjoyable activity; to top it off, it’s legal in most areas of the world, too. This multi-billion industry relies strongly on advertising since many online casinos and renowned game providers drive international popularity and revenue. However, with great power comes great responsibility, and this is where the industry often finds itself in a legal and ethical minefield.
On one hand, gambling operators are legally permitted to advertise their services. They must follow strict regulations often set by international authorities such as the Gambling Commission and the Advertising Standards Authority (ASA).
These guidelines, in general:
Protect vulnerable categories (such as people struggling with gambling addiction)
Prohibit advertisements that are misleading to the consumers
Makes sure gambling is not over-glorified and glamourized in a way that it could encourage irresponsible behaviour
However, despite the existence of such international regulatory bodies, legal concerns do arise when advertisers, with or without purpose, fail to meet ethical standards.
For example, in 2021, the ASA banned a series of ads from a legal and prominent gambling operator that was particularly interesting for children due to their use of colours and other animated characters.
During the legal dispute, despite the operator’s claims they were targeting an adult audience since gambling is an age-restricted act, the ASA ruled that the ads breached the UK Advertising Code and that they had grabbed the attention of minors under 18.
The portrayal of gambling as a solution to financial problems is another ethical concern, which was best portrayed in a high-profile case in 2018 where the Gambling Commission fined a gambling company £2 million. Supposedly, the company was running ads that strongly influenced player’s psychology, or psychologia gracza, claiming that gambling was the answer to their financial difficulties.
“Beyond following regulations, advertisers in the gambling industry must consider the broader impact of their actions, their games, and their campaigns, especially having in mind the risk of gambling addiction and the young population that desires the thrill and is in it for the fast money option,” says the author of Polish guide for casino players, Ula Strawska.
Some general considerations in the field that would ensure gambling advertising is both ethical and socially responsible would mean following these principles:
This would involve practices of restricting gambling advertising during times and on platforms where children and young people are likely to be exposed. The Premier League’s 2022 initiative to phase out gambling sponsors on the front of football shirts is a step towards reducing exposure to younger audiences during live broadcasts and image collections.
Though gambling is legal, it does involve the potential threat of losing money or a warning that it is prohibited under specific ages in specific regions. Thus, incorporating clear warnings about gambling risk in every ad is preferred. For instance, the UK’s GambleAware campaign uses direct and straightforward messaging like “When the fun stops, stop” to highlight the first and most important part of gambling, which is having fun and not playing for money above all.
This trend ensures that every advertisement prominently displays information on how to access help, which is especially important when considering people with gambling addictions. This can include references to websites, support groups, or helplines, as seen in the mandatory inclusion of such information in all UK gambling ads following the 2023 Gambling Commission guidelines.
The potential of big wins should be balanced with good humour because gambling should be a sportive and fun act. This example is beautifully portrayed in Bet REgret’s campaign, where humoristic scenarios highlight the regret associated with impulsive betting. The final message is to think before placing a big or small bet.
The issue of gambling advertising is complex despite the existence of international regulatory bodies. While it is without a doubt a necessary element of the legal gambling industry, it has a potential harming factor, especially for vulnerable categories.
Striking the right balance between the commercial interests of companies and gaming providers and the ethical responsibility of players is mandatory. In the end, it comes to more than strictly blindly following the rules. It’s about ensuring that those who are psychologically or financially vulnerable and at risk are not left to pay the highest price.
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