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Tweaking Advertisements for Online Casinos

The 2005 Gambling Act that took effect in September of last year liberalized the online casino gambling industry in the United Kingdom and allowed internet gambling companies new freedoms associate with advertising in the industry. The internet gambling and advertising industries though are finding that the Gambling Act’s restrictions related to gambling advertisements are actually a bit tricky and online casinos are truly in the transition phase. William Hill is the latest internet gambling group to encounter some problems with the ASA (Advertising Standards Authority) in regards to a newly released commercial.

Will Hill offers a range of services from online casino gambling to poker and internet bingo, in addition to the company’s stellar reputation in the land betting industry. As the company moves into the internet bingo industry, it is forced to nix its latest advertising campaign which allegedly portrays a woman showing signs of addictive gambling habits. The ad for online bingo received seven complaints and the ASA’s ruling alleges that the advertisement “depicted someone who was addicted to gambling and was attempting to hide that from their family by deception.”

Will Hill though stands firm that the concept of the ad is still valid and that the depiction of the woman in the commercial is “lighthearted” and “humorous.” The ASA though has the final say, and their assessment that the advertisement violates the Gambling Act means that Will Hill will be forced to stop running the online bingo ad.

This situation with disagreements over the portrayal of online casino gambling in the media is ongoing as the ASA and the gambling industry work together to draw the fine line between appropriate advertising content and content that promotes problem gambling behaviors.