Guardian Bans Gambling Ads
Guardian Media Group has announced that it will stop showing advertising from gambling firms. Betting, online casino and scratch card ads will no longer feature in the group’s newspaper, website or app. The Guardian made the decision in a stand against problem gambling, opting to pursue other ways of generating revenue.
In 2020, Guardian Media Group made a similar decision when it chose to stop carrying advertising from fossil fuel companies.
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Relying on Reader Contributions
Adverts promoting betting and gaming products will no longer appear in the Guardian. The media group has revealed that it has banned all gambling advertising, effective immediately, throughout all of its online and print offerings. The ban extends to the Guardian, Observer and Guardian Weekly.
As of June 15th, the Guardian’s global ban on gambling advertising came into effect. The newspaper argues that it is unethical to accept money from services that may lead to addiction and financial problems. Speaking on behalf of Guardian Media Group, Chief Executive Anna Bateson explained the reasoning behind the strong stance. She said:
“Guardian journalists have reported on the devastating impact of the gambling industry in the UK and Australia, helping to shift the dial and ensure the issue remains high on the public agenda. Studies highlight a clear correlation between exposure to gambling advertising and increased intentions to engage in regular gambling.”
Bateson raised concerns about the targeting of online gambling adverts to entice customers back to betting and gaming websites. She states that advertising, particularly online, can effectively trap gamblers into an “addictive cycle”, causing financial difficulties, mental health issues and further social problems.
In the interest of the safety of its readers, the group has opted to pursue alternative methods of generating revenue. Unlike other news outlets, Guardian Media Group relies heavily on contributions directly from readers, rather than advertising, for its income. Bateson added that it is thanks to the group’s independent ownership structure, balancing purpose and profit that it can make such decisions.
The ban is similar to one the Guardian implemented in 2020 on adverts from fossil fuel companies. Following efforts to reduce its carbon footprint and increase reporting on the climate crisis, the group became the first major global news organization to refuse advertising from oil and gas firms.
Media Dependent on Advertising
The ban extends to nearly all forms of gambling advertising, including promotions for betting products, online casinos and scratch cards. However, lottery advertising will be allowed to continue, due to the social benefits possible from raising money for good causes. Lottery products typically involve non-instantaneous draws, which are less harmful than other forms of gambling.
The Guardian’s new position is a bold one, but it is not necessarily one that will be copied by other news outlets. Media outlets are increasingly reliant on funds generated by advertising, as the print industry dwindles and readers go online for their news.
Gambling operators are amongst the biggest spenders on advertising. Expensive marketing campaigns are a key strategy that has proved effective in attracting new customers to betting and gaming websites. Ads, particularly those that appear online, are also key in persuading existing punters to return.
According to the Guardian, the media has grown increasingly reliant on funds from betting companies. British TV channels have built gambling ads into their business models, while such ads also appear on social media. TikTok is trialing the use of gambling ads in Australia. In 2020, American digital media firm Barstool Sports was bought by casino and bookmaker Penn Entertainment.
As the number of gambling ads Brits are exposed to increases, public trust in such marketing strategies is dipping. Concerns have been raised over the volume of gambling promotion children and vulnerable people are shown, in particular in football. That issue has gained traction, so much so that Premier League clubs voluntarily elected to ban front of shirt gambling sponsorships.
Journalists are also growing tired of their part in promoting gambling. Clive Tyldesley, a prominent football commentator, recently left radio station TalkSport as he was unhappy with promoting bookmakers and betting odds during matches.
New Legislation
The uptick in gambling ads follows the growth of online betting and gaming, which has been supported by deregulation and increased smartphone use. It is widely accepted that the UK’s gambling regulation has not kept pace with the explosion of online gambling. The 2005 Gambling Act was written before the online industry truly became popular.
The government has attempted to rectify this. In April, it published the Gambling Act Review white paper detailing proposed legislation changes. Plans include a mandatory levy on operators to pay for treatment, enhanced player protections and stake limits for online slots. The Gambling Commission will be granted extra powers to tackle black market operators and a new industry ombudsman will be created.
However, some campaigners do not believe that the proposals go far enough. The white paper has taken no action on advertising, with the government stating that existing measures already do enough to protect vulnerable people from harms. According to the white paper, a loss of revenue from gambling adverts could impair the ability of broadcasters to meet their obligations.
Chief Communications Officer at GambleAware, Alexia Clifford, has welcomed the Guardian’s commitment. Speaking for the charity, she expressed concerns over the impact that advertising can have on children and young people. GambleAware’s research shows that 96% of 11- to 24-year-olds have been exposed to gambling marketing in the last month. Clifford added:
“The government’s recent white paper missed an opportunity to strengthen regulation on gambling advertising and marketing. Action in this area is critical to protect young people from gambling harm.”
The Guardian has conceded that millions of its readers, including reporters and staff, enjoy occasional gambling without harm. The media group supports this personal freedom and respects the rights of individuals to participate in sports betting and other forms of gaming.
