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To Ban or Not to Ban

Any land or online casino gambling company in the UK market has probably had it is fill of the industry news over the last couple of weeks as the turmoil over the UK’s Advertising Standards Authority (ASA) announced yet another add is banned form the UK media. This is certainly not the first add that didn’t hold up to the very specific criteria of appropriateness – at least not by the ASA’s interpretation of the advertising codes. The ASA banned yet another add and the real problem is that the online casinos paying for these advertisements very rarely agree that the content is questionable according to the UK’s advertising guidelines. What this means is that there is a serious lack of either knowledge of the specific codes within the media regulations, or the ASA has a vastly different interpretation of the codes.

The most likely root of the cause is a misunderstanding of the UK’s very stringent advertising codes – that and the fact that the codes are still fairly new in actuality…just a year old in fact. The online casinos and gambling companies, as well as the ASA are fine tuning those regulations that have a gray area. Other advertising organizations are now making efforts to help the online casino gambling sites and the marketing development companies better understand the advertising codes. With an increased knowledge, the internet gambling sites will hopefully have better success in launching appropriate campaigns.

Some of the new guidelines released layout the specifics within the codes in laymen’s terms – this way all involved in the marketing process from the online casinos to their hired advertising firms have a firm grip on what is appropriate for the UK market and which ads suggest and imply unfavorable gambling habits.