Depending on the type of programming being consumed, it’s not unlikely that you’ll spot a gambling-related ad on at least one occasion through a block of ads.

While it might be a little less unlikely or frequent on terrestrial TV than when watching sports, it will still happen. All of the biggest brands will continue to highlight their latest offers, promoting themselves and their offerings. It’s not uncommon to see a sportsbook provide free bets or a casino offering players the chance to claim a free spins sign up bonus.

Given that it has been possible to see numerous gambling-themed ads over the years, it has also become apparent that the industry has evolved.

Player safety has become a priority

The industry has looked to try and protect its players through a number of different slogans and ad campaigns. Many of these have been possible to see when an advert has been aired on British TV.

The slogan ‘When the fun stops, stop’ is among the most well-known to have been aired. At the same time, mantras such as ‘Take Time To Think’, and ‘Bet Regret – Tap Out’ have also been used to encourage responsible gambling.

These campaigns – created by organisations like GambleAware – have been created to encourage a more positive and safer entertainment form. They highlight the potential dangers that can be experienced when a player isn’t as informed or aware of them as they should be. At the same time, they reinforce important aspects that can often be forgotten or ignored when players engage in wagering.

There have been instances whereby some operators have solely focused on player safety, highlighting the various tools they offer to promote safe play. Before, betting and casino companies would have only looked to promote their products and services in the same way, without an emphasis on playing responsibly.

Why has TV been used as a means of promoting responsible gambling?

The use of these slogans at the end of an advert means that there are many who will see it. According to figures, approximately 97 per cent of the UK’s population had access to a TV in 2022, with it said that there are 27.3 million households that own one. Unsurprisingly, these figures make it a popular method of advertising for gambling companies.

It is thought that around 76 per cent of all gambling-related ads are shown on TV. Figures are also thought to suggest that around 30 per cent of people who engage in the activity have gained an interest in doing so because of the adverts they have witnessed.

Across the UK, players who visit a slots casino online site will have noticed these responsible gambling slogans and measures are in place. They are usually shown at the bottom of each page that is visited, and are often easy to identify. However, it’s possible to suggest that they could be placed better or be bigger to encourage responsible gambling further.

Can gambling ads evolve further?

Although TV gambling ads have evolved over the years and it’s clear to see that responsible playing has become a priority, it’s also possible to argue that more could still be done.

Ads will often only look to highlight the importance of being responsible at the end of their campaign. The focus of this could perhaps be shown to be a little more important in the future, but this will likely depend on advertising legislation and any potential changes that are required.