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Grosvenor Roles Out Ads

With GBP 1.5 million earmarked for a UK advertising campaign, the Grosvenor online casino gambling group is certainly taking advantage of new advertising regulations. As of September 1, 2007, the UK Gambling Commission officially took control over all of the UK’s online casinos and land-based gambling policies. And though some internet gambling companies resented new restrictions and regulations brought into the UK by the Gambling Commission, most online casino companies embraced the new liberties granted through the 2005 Gambling Act, and noted the newly imposed restrictions and regulations as a workable trade-off.

The UK’s new advertising policies are now some of the most allowing in the world; online casinos have access to multiple advertising mediums that were previously taboo. And like all of the new regulations, it’s definitely a trade off. While the regulations seem may seem more permissive, in fact they have definite restrictions in place to prevent online casinos from taking advantage of the new advertising liberties.

Grosvenor Casinos is a subsidiary of the Rank online casino gambling group and has developed the advertising campaign with Law Creative, a top UK ad agency. The ad concepts center on lifestyle images – they all show internet gamblers enjoying Grosvenor’s land-based casinos. The three month ad campaign will use multiple formats to maximize results. Land-based and online casinos ads are planned in radio, press, direct marketing, and cinema. And per requirements from the Gambling Commission, all of the advertisements will also include socially responsible messaging that promotes gambling responsibly; ‘Helping you stay in control’ messaging will be featured on all print ads, and in the other advertising mediums as well.