It has been a big week of change for the betting industry, with whistle to whistle betting adverts during live sporting events now banned before the watershed. This means we will no longer see in-play betting odds at half time or within the five minutes leading up to a match; a bold move that betting firms have actioned without being promoted by any external bodies.
While this is a huge leap forward for the promotion of responsible gambling, this is just the beginning of a huge movement, with broadcasters choosing their advertisers a lot more carefully than ever before.
Just today, it was announced that responsible gambling organisations will have a branding boost during this year’s football season, with prominence being given to such organisations at football grounds.
GambleAware and Bet Regret are just two brands that we can expect to see more of, having been donated advertising space at various football grounds from GVC Holdings.
GVC Holdings is the umbrella company that owns Ladbrokes Coral; a firm that boasts some of the most costly sporting sponsorship deals in the world. Donating advertising space that they have paid for positions Ladbrokes Coral as a betting site that takes its responsibilities seriously, allowing Ladbrokes Coral to exercise its forever-in-development corporate social responsibility policy.
Ladbrokes Coral will now revise its advertising agreements with the 42 football grounds it promotes itself at, giving their billboard spaces away to GambleAware and Bet Regret in the fight against problem gambling.
Patrick Kerr, GVC's director of safe gambling, said: "While we want football fans to be able to enjoy a bet we recognise the importance of doing this in a safe, responsible way.
"Handing over this valuable inventory to GambleAware is a demonstration that we are committed to helping our customers bet in a safe and responsible way.
"We look forward to continuing to promote the Bet Regret campaign in the future to help increase awareness about safer gambling."
A big year for responsible gambling at Ladbrokes
While donating their advertising space to such organisations is a credible move, it is just a drop in the ocean when compared to the brand’s recent pledge.
Joining forces with four other big-name betting companies, Ladbrokes have put their name to an incredible initiative; one that will see over £30m being pumped into care for gambling addicts. The newly-formed organisation will be chaired by Conservative Party peer, Lord Chadlington. However, he will not be financially rewarded for his involvement or input.
Explaining how the organisation will work, Lord Chadlington said:
“The committee will consult widely to formulate its recommendations taking account in particular of the views of government, regulators, the third sector, gambling operators and those with lived experience.”
This will be formed by bet365, Flutter Entertainment (Betfair and Paddy Power), GVC (Ladbrokes Coral), Sky Betting and Gaming and William Hill. Each betting operator will pledge between 0.1% and 1% if its annual profits to the initiative, showing their ongoing commitment to providing safe gambling environments.
