The gambling operator members of the UK Betting and Gaming Council (BGC) are voluntarily suspending all of their advertising, including all radio and TV ads, for the duration of the COVID-19 lockdown. It’s an unprecedented move that shows the value of the UK trade group and its ability to stay a step (or two) ahead of the very stern UK Gambling Commission (UKGC).
Members of the BGC represent fully 90 percent of all UK operators and say that their combined advertising represents about 50 percent of all the gambling advertising in the UK. They’ve committed to replacing much of their current advertising with public service announcements warning the public about the hazards of excessive gambling while living in quarantine.
In a statement on the BGC website, Chief Executive Michael Dugher dispelled the common misconception that UK operators are benefiting from locked down gamblers. He pointed out that revenue for BGC members is down about 60 percent since the UK went under quarantine.
Dougher also pointed out the gambling industry’s responsibilities during these strange and unprecedented times saying, “Throughout this crisis, as the new standards body, the BGC has worked very closely with the Government. Ministers and the regulator all deserve credit for their steadfast and consistent determination to have an evidence-led approach and to rightly call for higher standards. There will always been alarmist noises from anti-gambling prohibitionists who just want to grab headlines, but it is this serious, constructive and evidence-led approach by the BGC’s regulated members that has resulted in this further major change.
“We are determined to do everything we can to protect customers potentially at risk during this lockdown period and beyond – and we are determined to drive the high standards that the public expect from us. I hope others follow our lead,” he added.
The advertising ban is set to go into effect on May 7 and is expected to last for at least six weeks.