The over-prevalence of gambling advertisements has sparked debates worldwide and led to calls for a blanket ban on such practices.
Recent legislative actions in the Republic of Ireland and growing debates in Northern Ireland suggest that this trend is gaining momentum across the Atlantic Ocean.
However, US gaming experts and industry stakeholders have warned that eradicating gambling advertising may not be the long-term solution they crave.
The Global Push for a Ban on Gambling Ads
Concern about the impact of gambling in terms of spurring irresponsible behaviour has forced countries around the world to revisit their laws on gambling ads.
Policymakers across the board, especially in the US, are attempting to implement tougher measures to create a safer gaming environment. The thought of completely eradicating gambling ads has crossed a few minds.
But that may not make any long-term difference – if anything, it could create more problems. That has not stopped countries such as Ireland from considering such extreme measures.
Ireland recently passed a gambling bill that introduces some of the most extreme restrictions on ads in the country’s history. The new guidelines prevent ads from encouraging socially irresponsible behaviour among youths or suggesting that gambling could solve financial problems.
The bill includes a watershed ban on gambling ads between 5.30 am and 9.00 pm, restrictions on targeted inducements and using social media as a means of promotion.
They have taken these measures without considering it could undermine the financial security of sports broadcasts that rely heavily on sponsorship from gambling platforms.
Ireland’s new gambling act also caps stakes and winnings for casino games at €10 and €3,000, respectively, limits that could push players towards unregulated platforms where there are no rules.
A similar ban was implemented in Greece, but the authorities were forced to shift their stance after their citizens flocked to the black market.
Implementing a Full-Scale Gambling Ban is a Bad Idea
The US is among a number of countries that have tightened their grip on gambling ads.
They may have implemented some of the most extreme regulations to deal with the downside, but no state in the country has given the green light for a total ban, and they are right not to.
This is not for lack of awareness about the potential dangers of gambling-related harm. Instead, policymakers believe it is a bad idea that could fuel the rise of black-market platforms.
That sentiment is shared by Cathy Judd-Stein, former chair of the Massachusetts Gaming Commission, who has pointed out that such measures may unintentionally benefit illegal gambling markets.
“I think it sounds like an easy solution to deal with the rapid expansion of advertising and promotions in gaming where there is an addictive component,” she said. “I think an informed, data-based decision is what’s needed now.
“But I’m hesitant (to consider a ban) because the illegal market has the ability to advertise and advertise and advertise without any guidelines. I think a ban on the regulated industry would be harmful.”
Lobbyist Bill Pascrell III echoed the former chair’s concerns. He said, “I don’t think that banning anything is useful. And there is no proof that it works.
“Ad bans are very bad news. You won’t have anything on the airwaves to show where to go (for help with gambling addiction).”
US Senator Richard Blumenthal and Representative Paul Tonko proposed a bill that totally shuts down gambling. Given the US global influence, it is only a matter of time before other countries follow their lead.
For context, the bill has yet to pass through the proper channels, yet similar measures are already being discussed in Australia and Canada.
A More Balanced Approach is an Option Worth Considering
There is no proof that ad bans actually work, so it is not worth the risk. It may only leave a void that illegal operators, who are not bound by responsible gaming guidelines, would be more than happy to fill.
Rather than an outright ban, it would be better to consider a balanced approach that uses ads to promote responsible gambling messages.
US experts expressing concerns about a total ban should be a warning for markets such as Ireland, which is pushing ahead with these measures.
There have also been calls for similar laws in Northern Ireland as the country considers updating its gambling laws for the first time since the internet was launched.
However, it is a bad idea that has the potential to blow up in their faces. A total ban could paint gambling in a negative light without addressing the root causes of issues – and that doesn’t help those affected.
