Advertising Standards Authority Finds Gambling Ads Mostly OK
The Advertising Standards Authority, Great Britain's self-regulatory arm of the country's advertising industry, has been closely observing the ads placed by gambling and casino interests, and found that of 784 ads, only 7 were in possible violation of the self-imposed standards. Considering the newness of the gaming industry to several of the forms of advertising, this was a remarkably low number.
Although the ASA did not identify the specific ads or the advertisers involved, it did say five of the seven were television commercials which might have a special appeal to underage viewers. Four of the six cited tv ads were from one sponsor. One tv spot was for a bingo parlor and was noted for implying gambling could improve one's self-esteem and financial position.
The only other potential violator was an online casino ad that suggested gambling may result in financial and/or sexual success.
The ASA viewed ads through a wide variety of media, including online ads, television commercials, direct mailings, radio spots and newspaper ads. The other 777 ads were considered proper and within bounds.
The ASA, as it is not a government agency, is limited in power to enforce standards, and compliance is largely voluntary. Bad publicity resulting from an ASA citation is the first measure the organization relies on; however, if the ASA feels that a sponsor is deliberately or consistently violating procedures, the Committee of Advertising Practice compliance team can opt to ask that future ads be vetted before release. Media would be instructed by the CAP team to not accept ads until they were approved.
Although the anonymous nature of the ASA'S report makes it difficult to determine the degree of guilt or intent of the cited advertisers, the gambling industry still has to be happy that the initial observation concerning them was as good as it was. Minor corrections, along with careful watchdogging of the one company cited multiple times, should allay any fears of corruption through misleading casino ads. Considering the number of years America put up with Joe Camel talking to kids about the joys of tobacco, British gaming companies have shown remarkable self-control and discipline.
