Members of the Betting and Gaming Council (BGC) have announced they will unilaterally cease all radio and TV advertising due to the COVID-19 crisis.

The move, which has been taken voluntarily, will see most major UK gambling firms, including Flutter Entertainment, Bet365, GVC, William Hill, Betfred, and Rank Group, halt all advertising on television and radio during the crisis.

The ban will come into effect no later than Thursday 7 May, and will last at least six weeks. Advertising slots that are already booked will be replaced by safer gambling messages, donated to charities, or removed.

Explaining the move BGC Chief Executive, Michael Dugher, said:

“From day one of this crisis we have sought to protect customers potentially at risk, including announcing stepping up safer gambling measures as part of our ten pledges for COVID-19 in March. This latest move by the regulated industry further underlines our commitment to safer betting and gaming with many people cut off and feeling anxious.

“This major announcement by our members will result in the removal of half of all product advertising on TV and radio. I hope now that other major gambling operators like the National Lottery follow our lead.”

AYO.NEWS says:

This is obviously an attempt by the BGC to pre-empt any further action by the UK Gambling Commission – action which may well have gone further, and included wagering and/or bonus limits, as we’ve seen in other countries like Belgium, Spain, Portugal, and Sweden recently.

Of course, given that most advertising is online anyway, and hence not covered by this ban, the question will be has the BGC advertising ban gone far enough to assuage the UKGC and government?

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.

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