Sky’s gambling ad limit: A blessing in disguise?
The industry has welcomed advertising restrictions from Sky TV but urges a player-centric approach to tackling problem gambling
Sky TV hit the headlines yesterday after pledging to cut the number of gambling adverts it shows to one per commercial break from August 2019.
The new limits, which are designed to tackle the public unease at the amount of gambling adverts shown during live sporting events and viewed by under 18s, have sparked much debate.
Sky Betting & Gaming’s (SBG) former CEO and newly-appointed executive chairman Richard Flint described the broadcaster’s policy as a “step forward”, and his sentiments were echoed by SBG brand and HR director Rob Painter.
Painter told EGR Intel: “We welcomed Sky’s pledge as we recognise that something must be done regarding advertising, given the public disquiet on the issue and the importance of public trust for the industry.
“Meaningful discussions are ongoing on what the industry should do. For example, we are advocates of devoting a significant proportion of TV and sponsorship inventory to safer gambling messaging.
“But I would stress once again that while advertising is important in the eyes of the public and the media, player management is incredibly important and material in mitigating against problem gambling.”
One industry marketing exec, speaking off the record, said the announcement could be good news for the largest operators which would benefit from the continuation of the status quo.
However, he added: “It does create (possibly) a more level digital playing field where the smaller newer guys can be more nimble and get stuff out faster. It’ll take a while for the big guys to switch the spend; they are too used to it and afraid of what will happen without TV.”
Several UK operators including Paddy Power Betfair (PPB) have also issued a joint statement through the Senet Group, the responsible gambling body behind the “When the Fun Stops, Stop” campaign.
The Senet Group said: “This is a welcome and constructive contribution from Sky, although it must be acknowledged that several of the largest gambling operators have already indicated a willingness to go even further on restricting advertising before the 9pm watershed.
“What’s encouraging though, is that a consensus for change in both the volume and density of gambling advertising is beginning to emerge.”
Paddy Power Betfair chief Peter Jackson said last week the firm had dealt well with a “whistle-to-whistle” ban in Australia and could do the same in the UK. Industry observers suggested the likes of PPB would benefit from no longer having to spend so much on TV ads simply to defend share.
Sky’s approach was also praised by the UK Gambling Commission (UKGC), which indicated that further talks would develop on the issue, with more than 100 gambling firms due to attend a conference this week.
“We welcome steps being taken by Sky to address public concerns about gambling advertising,” a UKGC spokesperson told EGR Intel.
“We are bringing together senior leaders from over 100 gambling companies to look at how they can work together to make gambling fairer and safer, including considering the approach they take to advertising.”
The outgoing CEO of the Remote Gambling Association (RGA), Clive Hawkswood, added: “Despite the Government review, the heat has not gone out on the advertising issue.
“Sky’s move will be welcomed in most quarters, but our sense is that the industry will still need to do more and we are currently considering the options available.”