Both sides of the Atlantic are considerable in the gambling industry, but the ways the ads are regulated and acceptable and viewed in the UK and US differ. Although both countries have a strong gambling market, cultural norms as well as legal mechanisms are influencing how gambling ads are produced, churned, and consumed. The differences of these two methods summarize the different ways for the growth of industry and responsible gaming practices.

In the UK gambling advertising is highly regulated by the Advertising Standard Authority and UK Gambling Commission. These guidelines are intended to safeguard vulnerable populations (including children) from exposure to gambling-related content. With a developed gambling market, Britain has one of the largest in the world, with everything from sports betting to online casinos thoroughly regulated to provide fair play and protection to the consumer.

Gambling Ads in the UK

For as long as gambling has existed in the UK, advertising has been key to supporting the industry. However, the UK government and regulatory bodies have taken strong measures to control, and where necessary censor, responsible advertising. Key regulations include:

Protecting Minors: Ads may not target, or appeal to individuals under the age of 18. Avoid the use of cartoon characters or any other celebrity who has a great mass appeal with children.

Responsible Messaging: In Britain, all gambling ads need to include messages about responsible gambling such as ‘When the fun stops, stop.’

Content Restrictions: Consumers cannot be misled by advertisements that encourage gambling as a means to achieve social success, or make gambling seem to be a solution to financial problems.

More recently the UK has only tightened its advertising rules further. For instance, you have “whistle to whistle” bans, where gambling ads aren’t allowed before 9 pm when live sports are being shown, meaning younger audiences won’t be as exposed to them. Advocacy groups have applauded the moves, but some in the industry criticized the measures for taking away too much promotional opportunity.

Gambling Ads in the US

By contrast, gambling advertising in the US is finding its feet with the legalization of sports betting and online gambling in many states only relatively recently. After the Professional and Amateur Sports Protection Act (PASPA), which prohibited sports betting except in four states, was repealed in 2018, states have been free to regulate gambling ads, and their impact individually has been patchwork.

Key differences in the US approach include:

State-by-State Rules: Unlike Britain, however, the US has no uniform standards for gambling advertising. Some states, like New Jersey and Pennsylvania, have laid out very clear rules while others still create their own rules.

Aggressive Marketing: Compared to the UK, the US gambling market is only in its infancy, which has caused fierce competition among the operators. However, this has led to very aggressive ad campaigns, like welcome bonuses and free bets, which are significantly more restricted in the UK.

Limited National Regulation: Some states also give freedom to advertisements without federal oversight, and the debate is about responsible marketing practices.
As the US market matures, there is rising demand for more regulation to tackle the perennial issues of exposure and the acceptance of gambling, particularly among younger audiences.

Similarities and Shared Challenges

Though the UK and the US are different in their attitudes to gambling lifestyles and preferences, they have prevailing issues with regulating gambling ads. Both countries will have to tread a fine line between encouraging development and allowing populations that are vulnerable to harm. Ad saturation, misleading promotions, and kids having ad exposure are all still hot topics in both regions.

What’s more, imposing regulations around gambling ads has become more difficult as the mechanisms through which such ads are broadcast (digital platforms) are the main means by which they are sold. Where traditional advertising and personal engagement are starting to blur on social media and targeted online ads, the task for regulators gets harder still, initially in Britain and then in the US.

So, regulations around gambling advertising in Britain and the US are so opposed and so culturally different. In Britain, a more mature market is regulated by strict, centralized regulations meant to advance responsible gambling and hamper harm, which can be seen in this resource’s list of the best British gambling websites to play on. On the other hand, the US has an emerging market where the rules of the states differ and aggressive marketing campaigns appear, which is pushing for a more unified campaign.

Both countries are learning from each other during the process of navigating the complexities of gambling advertising. Perhaps the US would learn from the UK’s resiliency in creating strong safeguards, but Britain could take some cues from the US to hurry its market maturation.

Courtesy to Charlon Muscat.