A famous marketing man once said that he knew that 50% of the money he spent on advertising was wasted. The problem was that he didn’t know which 50%.
Despite the uncertainty, major advertisers continue to pour money into publicity with huge amounts, in particular, going into TV advertising.
The gambling sector is no exception, spending an estimated $478 million a year and rising on expensive TV films designed to both build their brands and draw in more players.
But gambling in all its forms is also one of the most highly regulated of industries with particular scrutiny being paid by the bodies that oversee advertising.
So, with this level of restriction on what they can say, and an increasing number of laws controlling what they can do, it could be a more difficult environment on the cards for the operators.
An overview of the laws
While different countries have different laws concerning the advertising of online gambling companies, all have broadly the same restrictions.
So, for example, it’s generally against an advertising code of practice to show players enjoying big winnings when playing online. Similarly, gambling can’t be shown to make a person becoming more socially successful in any way.
It’s also forbidden to inject any sense of urgency into the advertising, for example by including time-limited offers and suggesting that there will be a chance of missing out if you don’t start playing straight away.
There is also a requirement in almost every country that gambling advertising carries a warning to players that they should play responsibly and stick to only playing with stakes that they can afford to lose.
Another area of gambling advertising that has also come under more and more examination has been the use of role models.
This is a time-honored advertising technique to show people to whom the target market might aspire to be like themselves.
The rationale behind this is simple. If someone likes Celebrity A, when they see them doing or endorsing something they are more likely to follow suit.
There is an argument that adults are less susceptible to this kind of influence, being more confident in themselves.
However, the younger and more impressionable person exposed to this kind of marketing could be more inclined to follow their hero or heroine.
As there is a particular drive to prevent under-age gambling, this is an area which has been clamped down on heavily in recent times.
Finally, there are an increasing number of restrictions about what time gambling ads can be shown on TV. In part this is to prevent young people being from being exposed to marketing messages from gambling operators.
It is also to prevent impulsive gambling amongst everyone.
So, most countries will only allow TV advertising to go out after the so-called watershed, generally around 9pm. There is also something called the “whistle to whistle” ban which prevents any advertising while a particular match or sporting event is in progress.
Obviously, these last two rules are very hard to impose online. But offline they are very strictly enforced.
Getting creative to get round the laws
In the light of these restrictions, it has fallen to online gambling operators to get creative and think a little laterally.
Providers in Ontario must abide by many of the laws and regulations we’ve previously discussed so they have found that offering bonuses and promotions is an efficient way to attract new customers. Sites like Casino.org compare the best ones so all the special offers are compiled in one place, saving players time and ensuring they get the best possible deal.
Others look to other sectors that have faced draconian restrictions on their advertising in the past including tobacco and alcohol companies.
The less they were allowed to say about the products themselves, the more creative their advertising became. So it was little surprise that many of the most award-winning ads, as well as the one considered to be the greatest of all time, came from heavily regulated sectors.
We’ve yet to see which gambling operators pick up the creativity ball and run with it, but there’s sure to be one soon.
Today’s sponsor is . . .
Another way that gambling companies are getting coverage on broadcast media, and online, is through sponsorship. This can take many forms, from simply placing a logo on a player’s shirt, sports car or bike to being the official sponsors of a TV show.
While there are still regulations surrounding sponsorship, these tend to be a little more forgiving.
Finally, we are living in the age of the influencer so more and more gambling operators are using this route to their audiences.
This, like all forms of marketing, is also set to become more tightly regulated as time goes on.
But for the moment it’s proving to be another great way for the industry to move with the times.
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